Air raid sirens, surging crowds and Usain Bolt greet Trafford Centre's new JD Sports
Surging crowds, Usain Bolt, YouTubers, and air raid sirens heralded the opening of a new JD Sports store in the Trafford Centre.
An enormous swell of over a 1,000 people gathered outside this morning (June 7). Many were young fans who had come to see the YouTube group Beta Squad who had been drafted in to open up the shop.
Usain Bolt, whose 2009 record in the 150m set in Manchester still stands, was on hand to declare the new superstore open - which is now the largest JD Sports.
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A crowd was spread out all down the front of the shop, lining a race track which had been set out. Volunteers were selected from the crowd to run a relay down between Team Bolt and Team Beta Squad, with Team Bolt claiming victory.
Excitement was rising, with the crowd screaming as Beta Squad ran up and down for high fives.
Finally, after a countdown from 10, the crowd surged forward like a breaker roaring towards the shoreline, overwhelming staff who had been positioned to "drip feed" customers in.
Every door to the enormous shop was opened, and those gathered outside moved forward as one.
Any plan to let people in gradually appeared to disintegrate under the sheer force of the crowd with people at the front pushed forward by those behind.
As the chaos unfolded the noise of an air raid siren began playing over the PA system, lending the feverish atmosphere an almost apocalyptic air.
Fortunately, the cavernous shop appeared large enough to absorb the crowd's momentum, and they disappeared inside. Over a thousand people had gathered outside, and all of them piled into the shop in what felt like a matter of seconds.
Families had come from across Greater Manchester and beyond, many of them taking the kids to see their favourite YouTubers.
Mark Coker, 38, brought his daughter from Birkenhead. He said: "It was crowded. It was mad because they came round saying they would let people in a few at a time, but as soon as the store opens that was it, barriers down they pushed through."
Dave Jones, 47, came from the Wirral with his daughter. He said: "My daughter was happy because she high-fived one of the Beta Squad."
Steph Casey, 42, brought her son Joe Taylor, 15, to see Beta Squad.
Joe said: "It was good, I was upstairs watching it. I wanted to see Beta Squad."
Steph added: "His friends have been here since 6 this morning so they managed to get in."
Some people also came to catch a glimpse of Olympic icon Usain Bolt. Sarah Shard, 40, had cycled from Droylsden.
She said: "I came to see Usain Bolt, but I've just missed him! I cycled about nine miles!"
James Air, JD's Director of Group Acquisitions, commented: 'This new store at Trafford Centre was a true statement of intent. It's our biggest, boldest space to date – and it happened in the city where our journey began. This is JD at its very best: fashion-forward, community-focused, and pushing the boundaries of retail.'
Simon Layton, Centre Director at Trafford Centre, added: 'We were incredibly proud to welcome the world's largest JD to Trafford Centre. This flagship store is a game-changer, not just for Manchester but for the retail landscape. With immersive displays, expert staff and dynamic services, JD set a whole new standard for what an in-store experience should be.'
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