Sportsdirect Birmingham - Bullring

I have been shopping in Bullring store for many years now and it is by far the best Sports Direct store to go to buy football gear. The selection gets better every year and the prices are far better than other sports shops. The staff are really lively and love a bit of football banter which creates a really good vibe and atmosphere in the store . The lady who has worked on the football boot section for a few years now is always brilliant, whenever I have an issue with my boots or want advice she is my go to person. She has an impressive broad knowledge of football, probably more than me, even though she is a Baggies fan!

Thank you for great service again as always, I cannot wait to return for my next purchase ! :-)

They do not appreciate customers AT ALL! The lady did not give a great service, that needs to be given to all customers. She was waiting for 5 pm like a rescue. Finally we asked for shoes, that we were sure we going to buy as kid tried it on, but as it was 17:01 they could not take an order. Good luck in getting more than one 🌟

Did some research online for sketchers shoes, liked a pair & thought as there is a Sportsdirect shop close to kids school, I will pick them up from store instead of ordering online.
Cost online for same shoe £30. Cost in store £47.99. Took them to the till and lady kept saying they are web exclusive when asked why is sports direct charging customers different price for same product. Showed her online that it does not say web exclusive so I am not taking that as a valid explanation. Then after speaking to two different people was put to the manager who offered price match and said we only price match if customers ask! I asked him why sports direct think it is ok to charge customers different prices online to store when it is not web exclusive or such then expect to give price match only to customers who ask! To my mind that is extremely unfair. So if I didn't ask I would be paying £17.99 more for the exact same shoe! That's what customer value must be to sports direct.
It gets worse lol. Manager agreed to price match BUT... company policy is you have to pay £4.99 for delivery charges you would have incurred if you ordered online & it was delivered to you! What!!!! But I am in the store physically purchasing this item, it is not delievered to me yet sports direct expect you to pay the delivery charge! I said to the manager (not mentioning any names) that this is unfair as you cannot charge for a service that you have not delievered. Manager said that is the policy we can't change it. Absolutely awful experience and absurd policy. Thanks alot sports direct. As a matter of principle i didn't purchase the product in store, i decided to pay online & have it delivered! I am not paying delivery charges for a product I picked off the store shelf!!!!

Great sized store with excellent range of products. The prices on all items are hard to beat with continual heavy discount. The store is split on two levels so plenty of floor space and stock items. The store well laid out with different sections for footwear and also the clothing is organised according to type. Huge range of footwear covering everything from sports shoes, trainers and pretty much everything else. Pretty much all the sports wear, leisure items and various sports equipment such as tennis rackets, footballs etc. Service is not the best here, it can sometimes take 20 minutes to bring out a pair of footwear to try. The queue for payment of items is usually quite long and 20 minutes waiting to be served is not out of the question.

Staff are awesome!
The dude on the Nike section "Jilani" is a legend. Mega helpful and full of good advise.

Good shoe selection. But it's always over crowded, leaving little space for people to try them on and staff seems overwhelmed

Impossible to get service at the shoes section. If you're lucky enough to get some attention, no sizes available. Rubbish.

Worst customer service ever. Staff absolutely fed up and with no problem to show it to everyone.

The shop is full of unnecessary items for most, the customer service is poor and there is nothing to help you find what you need. And try avoiding the main brands unless you are a millionaire.
My experience:
We waited for a staff member to help, but he was helping someone else, so we waited. He then proceeds to walk off with another person, and didn't give us the shoe back until we went and asked him for it.

Went in to get a name printed on a football shirt, went back the next day and the printing was done horribly, with both the letters and numbers in the wrong places. I was only offered a refund for the printing, and not the shirt - which is now ruined. £50 down the drain - do not get your shirt printed here.

When I checked my bank transaction, I came to know that there were two transactions for single purchase so I tried to call the store but no joy at all and emailed to sports direct, another disappointment. Then, travelled from Stafford to Birmingham just to ask for a refund. The lady staff in the cashier was really really rude. When I ask about my issue, her answer was direct NO YOU WILL NOT BE REFUNDED, without asking management staff of the store. I wonder how they response to customers query. She was acting as if she is authority of the sports direct to take every decision. Had to face big disappointment just to get refund my own money. Management staff and another staff were helpful though.

Loyal customer of Sports Direct but let me down this time.

Mostly good value sportswear and shoes if you avoid the overpriced brands. Occasionally they have some great value offers - particularly on discontinued stock and less-popular brands.
It's the only local retailer I've found that stocks Under Armour Alter Ego clothing - quality workout gear in limited edition super hero designs. They also sell a cheaper (presumably own-branded) version.
The negative - constantly messy store, tiny changing rooms with little privacy, many staff members unhelpful and slow. Prices can be confusing, with the same item having different prices depending on colour or size.

I have had a bad experience with sports direct! Ordered 4 items for next day delivery £6.99 but that was 5 days ago!! Have NOT RECEIVED ITEMS AS TO YET and on my mail it's showing as DELIVERED!! Its APPALLING and even though have emailed them NO RESPONSE