Melbourne Walk Welcomes JD Sports as Its First Official Store

JD Sports has officially opened its doors at Melbourne Walk, kicking off a buzz and building anticipation for what’s to come. Following an exclusive VIP evening, the new flagship store opened earlier this year, marking the exciting arrival of site’s first anchor tenant.

Over 300 customers eagerly gathered at the iconic Bourke Street Mall location, lining up from midnight to be the first to enter and receive exclusive Mystery Duffles filled with gifts, including $1,000 JD Sports vouchers.

Spanning a generous 1,631 square metres and spread across two levels, the new flagship makes its name as the largest JD Sports store in the Southern Hemisphere. The versatility of the spaces and unique customisation options available to JD Sports allowed them to work with Melbourne Walk to create a one-of-a-kind shopping experience that brought together the best of the brand and the city.

Inspired by JD’s global flagships such as Manchester, London, Las Vegas, Berlin, and Paris, the Bourke St Mall fronting store delivers a localised, elevated retail experience for its customers.

“We’ve taken the best of every new fit out in the world… and we’ve brought it to Melbourne,” said Hilton Seskin, Chairman of JD Sports Australia.

“Melbourne is known for its sports culture and lifestyle, particularly with the youth culture… We’ve been scouting for a while [in] the city, and when this opportunity came up to be in Melbourne Walk, it was like a dream come true for us.”

Inside, shoppers can explore dedicated product zones and immersive experiences, showcasing a broad selection of leading global names such as Montirex, Nike, Adidas, The North Face, and Under Armour.

The space also features curated shop-in-shops from Nike, adidas, New Balance, On, and ASICS – including Nike’s globally conceptualised ‘Home of Air’, which integrates digital storytelling and curated product displays.

“As our store network continues to grow across Victoria and Australia, it’s vital that we deliver the elevated retail experiences our global audience has come to expect – particularly in iconic CBD locations like Bourke Street Mall,” Seskin said.

Developed by Steadfast Capital, Melbourne Walk marks the first new build in Bourke Street Mall in over 50 years. With the recent opening of JD Sports and POP MART – the force behind the global ‘Labubu’ phenomenon – and the launch of IHG’s first Australian dual-branded hotel offering, Melbourne Walk is emerging as a key retail, dining and entertainment destination.

Openings by leading global brands such as this show that Melbourne Walk is becoming a part of the city’s fabric, strengthening momentum, growth and the rejuvenation of Melbourne CBD’s history as an iconic retail and lifestyle destination. By connecting retail, dining, and lifestyle in a way that appeals to broad demographics, it’s attracting both leading global brands and local shoppers to this prime Bourke Street Mall address.

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