Pro:Direct Soccer Opens Second PD:FC Concept Store in Liverpool ONE, Solidifying North West Football Retail Dominance

Pro:Direct Soccer has opened its second PD:FC concept store in Liverpool ONE, following the launch of its flagship store in Manchester last month. This expansion marks a strategic move to establish the premium football performance and culture retailer as a leading force across the North West of England, a region renowned for its deep-rooted football passion.

A Statement of Intent in Two Iconic Football Cities

The new 6,000 sq ft store on Manesty’s Lane in Liverpool ONE complements the Manchester PD:FC concept, creating a dual-city ecosystem that serves distinct local football communities while remaining connected under one brand vision. The retailer describes this not as simple growth, but as a deliberate and visionary blueprint to plant cultural flagships in cities where football defines identity, fuels rivalries, and inspires music, fashion, and art.

Inside PD:FC Liverpool: A Hub for Modern Football Culture

The store offers a curated blend of elite‑level performance gear, training essentials, terrace‑inspired fashion, and street‑ready apparel and footwear. It is designed to cater to a generation that views football as a lifestyle, not just a sport. The interior draws on the raw energy of Merseyside, incorporating the creativity, history, rivalry, music, and pride that flows from the streets to the Kop.

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High‑End Retail Experience with Elite Technology

Rooted in the “The Professionals Choice” ethos, the PD:FC concept pushes football retail into new territory. Premium terrace‑led collections sit alongside cutting‑edge technology, including a 3D digital foot‑scanning system typically reserved for elite athletes. This high‑end, high‑engagement experience is described as unique within the UK football retail landscape.

Strategic Expansion and Local Endorsement

Sam Baldock, Chief of Brand at Pro:Direct Sport, commented: “Liverpool is a global icon of football culture. Bringing our PD:FC concept to Liverpool ONE is about more than opening a store; it’s about establishing our vision in one of football’s defining cities.”

Donna Howitt, Deputy Centre Director at Liverpool ONE, added: “Liverpool is a city that lives and breathes football, so bringing PD:FC right into the heart of it all just feels like a perfect fit.”

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Steven Gerrard Gives Store Seal of Approval

Ahead of the official opening on 28 March 2026, former Liverpool captain Steven Gerrard visited the store for a special meet‑and‑greet, offering a clear endorsement of the concept.

From Devon to Dominance: Pro:Direct’s Journey

Pro:Direct began as a small family‑run business in Devon in 1998 and has grown into one of the world’s most influential football retailers, with an online community of over eight million. The North West expansion signals that the company is not just following football culture but actively leading its evolution on the high street.

The PD:FC store at Liverpool ONE is open now.

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