JD Sports is opening another megastore on Oxford Street just in time for the busy Christmas period.
The 16,000 sq ft store will open at the West One shopping centre on 10 December and is the brand's second shop on Oxford Street.
JD Sports said the new store will create 125 jobs.
The sports retailer is also re-opening its shop at the Westfield shopping centre in White City. The refurbished outlet will open on 20 November, creating 10 new jobs. During the re-fit, a mezzanine floor and additional tills were added.
The lower floor of the new JD Sports store on Oxford Street will be entirely dedicated to football.
The company said both shops will open in "true JD-style", with music and DJs.
The final months of the year will be key for retailers as they seek to make the most of Black Friday and the festive shopping season. Business lobby group the New West End Company has predicted that shoppers will spend £2.3bn over the period, or a massive £51.1m per day.
It's been a difficult year for retailers; the clothing industry in particular has suffered due to the unseasonable weather patterns. Bonmarche said today that its like-for-like sales had fallen 8.6 per cent due to bad weather, but that it expects to return to growth in 2018.