Stadium Outlet


No major player in the sports value position. Stadium as the dominant sports retailer could create a new concept.


Find a distinctive outlet/budget expression that remains true to the Stadium brand heritage and consumer promise.


Stadium outlet, “the in-store warehouse” – use classic warehouse design elements to create a contemporary look-and-feel.


Rolled out ahead of business plan. Stadium Outlet is now the most profitable part of the Stadium Group. More than 35 stores have opened in the last years.