Advantage brings back memories of a sporting great as part of expansion

Rhonda Nozedar, store manager at Advantage Sports in Hull.

A NATIONWIDE sports retail brand has returned to Hull city centre after a gap of more than 20 years as part of the expansion of Advantage Sport.

The team at Advantage have followed the launch of a second shop in Harrogate with the refurbishment of their premises in Savile Street, Hull, and the renewal of a partnership with Intersport.

As part of the Intersport deal, Advantage has also expanded its product range. Inspired in part by the growth of other sports as a result of Team GB’s success at the last two Olympics, the company has moved beyond its original role of rugby league specialist.

Rhonda Nozedar, manager of the store, said: “When we opened this shop in 2014 we were very much a specialist in rugby league and the Australian National Rugby League. We still do all of that but as interest in other sports has grown we have developed our range to meet the varied demand.

“British success at the Olympics in 2012 and this year, as well as in other sports, has brought increased interest in running, swimming, tennis, hockey and more but there are very few specialist shops in the area. In rugby league we are official stockists for Steeden rugby balls and team wear and through the Intersport group we can now offer the top brands in other sports as well.”

Advantage, which began with just two staff in 2014, has increased its team to 22 as a result of the growth in Hull and the takeover of the Harrogate outlet. Further growth is expected as a result of the refurbishment and a commitment to support major sporting events and the participants.

Rhonda said: “We already supply a lot of rugby teams locally and much further afield. That will grow as we increase our involvement in other sports, and we would like to hear from other clubs and organisers who are interested in forming partnerships.”

Intersport, a community-based sports retailer which supports more than 220 stores, is a nationwide sponsor of parkrun UK, including the weekly events in Hull at East Park and Peter Pan Park, and Advantage plans to explore opportunities with other activities.

Rhonda said: “We’re in the heart of the city centre, which attracts a lot of participants and spectators for the Hull 10K and the Hull Marathon, and we would expect those events to grow as more people come to the city.

“We also expect the return of the Intersport brand to generate more interest. I used to buy my school PE kit from Intersport. I think the name disappeared from the city centre in the early 1990s so it’s missed a generation but you still see the old shops mentioned on social media and people clearly remember them.”

Kathryn Shillito, HullBID city centre manager, said: “Advantage is a real sporting success story. The store is in a great position to capitalise on the expected influx of visitors into the city centre and the team has devised a strategy which will meet the needs of the growing number of participants in a wide range of sports.”

Sports club organisers who are interested in discussing partnerships can contact Rhonda on 01482 216151, email Rhonda@advantagesport.net