Following on from the landmark moment that was the opening of their first PD:FC concept store in Manchester, premium football performance and culture retailer Pro:Direct Soccer has quickly made it 2–0 with the opening of its second store, this time in the heart of Liverpool.
Last month, Pro:Direct broke new ground with the opening of their first flagship PD:FC concept store in Manchester. And now, we have a second. But before we go any further, make no mistake about what the new PD:FC store in Liverpool One represents: this isn’t just growth. It’s a statement of intent. A tactical play designed to cement Pro:Direct’s dominance across the North West, the most football-obsessed region in the country.
Football isn’t just a pastime here, it’s identity. It shapes communities, defines generations, fuels rivalries, inspires music, fashion and art. By securing flagship positions in two of the most historically charged footballing cities in the world, Pro:Direct isn’t simply opening stores; they’re planting cultural flagships in places where the game means everything.
This second PD:FC concept store arrives at Liverpool ONE, completing a North West blueprint that feels both deliberate and visionary. The 6,000 sq ft space on Manesty’s Lane mirrors the ambition of its Manchester counterpart while carving out its own distinct place within Liverpool’s unique footballing DNA. Together, the two stores form a dual-city ecosystem – connected yet individual – each serving the pulse of its local football community.
Inside, PD:FC Liverpool delivers the full spectrum of modern football culture: elite-level performance gear, training essentials, terrace-inspired fashion, and street-ready apparel and footwear. It’s a curated blend of on‑pitch innovation and off‑pitch expression, built for a generation that sees football not just as a sport, but as a lifestyle.
But, like Manchester, this is far more than retail. PD:FC Liverpool is a hub, a meeting place, an anchor for the city’s footballing identity. Its design draws on the raw energy of Merseyside – the creativity, the history, the rivalry, the music, the pride that flows from the streets to the Kop and the stands of Hill Dickinson and beyond.
Rooted in Pro:Direct’s long-standing ethos, “The Professionals Choice,” the concept pushes football retail into new territory. Premium terrace‑led collections sit alongside cutting‑edge tech, including a 3D digital foot-scanning system typically reserved for elite athletes. It’s a high-end, high-engagement experience that simply doesn’t exist elsewhere in the UK football retail landscape.
And that’s the point. Pro:Direct aren't entering the high street to blend in, they’re entering to redefine it.
“Liverpool is a global icon of football culture,” says Sam Baldock, Chief of Brand at Pro:Direct Sport. “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.”
That sentiment is echoed by Liverpool ONE’s Deputy Centre Director, Donna Howitt: “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.”
Ahead of the doors officially opening on 28 March 2026, footballing royalty visited the store as Steven Gerrard stepped across the threshold for a special meet‑and‑greet, giving it his seal of approval – a further endorsement and clear sign of intent, if one were needed.
From a small family-run business in Devon in 1998 to one of the world’s most influential football retailers with an online community of over eight million, Pro:Direct has always understood where football culture is headed. Their North West expansion proves they’re not just following the movement, they’re leading it.
Two cities. Two icons of the game. Two cultural strongholds united by a retailer ready to shape the future of football on the high street. And if this is Pro:Direct setting down roots, the rest of the country should pay attention, because the revolution has only just begun.
The PD:FC store at Liverpool ONE is open now.
