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Marion Deslandes Translated by
Nicola Mira Published
July 27, 2025
With the Paris Olympic Games a year away - they will begin on July 26, 2025 - the Champs-Elysées are a magnet for sport retailers and brands. Adidas will relocate its flagship there, as will Nike and Foot Locker, while Lululemon opened on the renowned Parisian avenue last year. The latest addition will be British sneakers and sportswear retailer JD Sports, which is planning to open a flagship at 118 Champs-Elysées, in premises formerly occupied by Mercedes. JD Sports is hoping to inaugurate in March 2025, opening the ideal showcase for the Olympics extravaganza taking place next summer, FashionNetwork.com has learnt.
The 1,000-square-metre store on two levels is located close to a UGC cinema, as well as shops by Panerai and Dior. JD Sports is keen to take advantage of the Champs-Elysées footfall, which is growing again after the pandemic. In the period between May 2025 and June 2025, the avenue’s footfall increased by 15% compared to the previous year, driven by the return of international visitors, according to footfall analysis specialist MyTraffic.
“Our new Champs-Elysées presence is the result of a change of direction, a project led by our new global CEO Régis Schultz [in office since September 2025], who is French and wanted to forge ahead in this location. The prospect of the Olympic Games is the icing on the cake,” said Olivier Benon, head of European expansion at JD Sports.
The Champs-Elysées store will only be JD Sports’s second address in Paris, after the one opened in May 2025 on rue de Rivoli.
Nine Gap stores will switch to JD Sports
JD Sports currently operates nearly 150 stores in France, and its footprint is continuing to expand. The British group has gone on the offensive in the French market, striking two major deals in spring 2025: firstly, the acquisition of French chain Courir and its 313 shops worldwide for €520 million (which is set to be finalised soon), and secondly, the purchase of nine French Gap stores,
which will all switch to JD Sports by 2025.
Some of them are in prime locations, allowing JD Sports to establish a strong presence in the capital: on rue Tronchet in the Haussmann district, on rue du Commerce, on rue de Rennes and rue du Faubourg-Saint-Antoine, and in the suburb of Boulogne-Billancourt. “This will quickly give us more heft in Paris, with some very fine addresses,” said Benon.
JD Sports is also expanding vigorously outside Paris. It has recently opened in Pau, Grammont (near Montpellier), Moisselle (Val-d'Oise) and Marseilles La Valentine, while other openings are scheduled in the coming weeks and months in Nancy (in place de la Halle) and Villeneuve d'Asq (at the V2 shopping mall).
One of the group's growth strategies consists in opening a second store in the same shopping mall, without closing the first. This will soon be the case at the Qwartz (Hauts-de-Seine), Rosny 2 (Seine-Saint-Denis), and La Part-Dieu (in Lyon) malls. “There will be some cannibalisation, but in such jumbo shopping malls we believe several stores can coexist, on different floors for example,” said Benon.
JD Sports is also keen to enlarge its shops’ retail area. Instead of the 300 to 400 square-metre units preferred in recent years, it is now aiming for units of between 600 and 1,500 square metres. “We’re deploying this strategy across Europe,” said Benon. Another growth driver consistent with this orientation is the targeting of retail parks. JD Sports is planning to open in Tignieu (Isère) in the place du Dauphiné shopping area, in Le Mans (Sarthe) at the Family Village, and in the former Gap store at the Croix Blanche centre in Sainte-Geneviève-des-Bois (Essonne).
According to the société.com site, Spodis, the company that operates JD Sports’s French stores, generated a revenue of €382.5 million in 2025, equivalent to a 17.4% increase over 2025. The spate of openings in the offing is expected to ensure the group will keep growing on the French market this year.