Making football dreams come true since 1995
It all started with a passion for football shirts in 1995, and today we are proud to carry the world’s biggest assortment of football products. Our squad has increased to more than 250 employees. We have a Youtube channel with more than 1 Billion views, and social media accounts with more than 9 million followers in total. This is our story.
1995: The Kick-Off
In 1995, Unisport was born from Henrik Larsen’s passion for football. As a huge Tottenham fan, Larsen started the company in a small flat in Copenhagen. After just six months, the store had to move to Istedgade, marking the beginning of an exciting journey in the football world.
1996: Relocation to Vesterbro Torv
We quickly outgrew our Istedgade location and in 1996, Unisport moved to Vesterbrogade 45. This new location allowed for expansion in the following years, including Denmark’s first Nike Football shop-in-shop and the addition of football boots to our product range. We were on the road to becoming the go-to store for all football fans.
2002: Launch of unisport.dk
In 2002, we took a significant digital step by launching our first website, unisport.dk. This online presence marked the beginning of our e-commerce journey, which would soon see rapid growth.
2006: Move to Tivoli
As e-commerce exploded in the mid-2000s, we moved our office to Vesterbrogade 15 and 17 in the summer of 2006. The physical store found new home grounds right across from the famous Tivoli in Copenhagen, attracting even more customers and increasing the number of employees.
2009: Changing the Game
In 2009, we began focusing on social media, launching videos on 23video and YouTube. This move was pivotal in establishing Unisport’s strong online presence and engaging with a global audience. Our videos started gaining views faster than Thierry Henry would sprint past his defenders.
2010: Move to Valby and First Award
The beginning of 2010 saw us relocating to Gammel Køge Landevej in Valby. This year, we also won our first prestigious Customer’s Choice Award (FDIH Brugerprisen). We felt like we had just won the league title.
2011: Securing Another Victory
We continued our great momentum with a strong focus on customer experiences, and managed to win Brugerprisen again in 2011. We reaffirmed our commitment to football, ensuring all resources were directed towards becoming the best in the field.
2012: Expansion into New Markets and Keeper Camp
We expanded into the home country of legendary Tomas Brolin (unisportstore.se) just before the EURO's in 2012. The same year, we also launched Norway (unisportstore.no), received the Social Commerce award and hosted the Unisport Keeper Camp, to help goalkeepers reach their full potential.
2013: Unisport Goes Global and Multiple Awards
In 2013, we launched unisportstore.com to serve football fans all over the world, expanded into Finland (unisportstore.fi) and the Netherlands (unisportstore.nl). We moved to Sydhavnen in Copenhagen, and received numerous awards, including the B2C award, Golden E-commerce award (Ehandelsprisen Guld), and a bronze medal in the European e-commerce awards.
2014: Road to Brazil
2014 was another successful year, with us winning the Cross Border award and releasing the “Road to Brazil” coffee table book, capturing the excitement of the World Cup won by Germany.
2015: The Heart of Copenhagen
In late 2015, we opened our new flagship store on Strøget, in the heart of Copenhagen. We also received the Børsen Gazelle award and embarked on a World Tour with our Youtube channel, connecting with football fans worldwide.
2016: Further Expansion and Multiple Awards
We continued our expansion in 2016, establishing our presence in the land of Zinedine Zidane with unisportstore.fr, as well as in Germany (unisportstore.de), and Austria (unisportstore.at). We won another Cross Border award, best E-commerce in Sweden within sports, and placed in the Top 3 webshops in Norway. We also received the Børsen Gazelle award again.
2017: Hattrick in Customer's Choice
In 2017, we won the Customer's Choice award (Brugerprisen) for the third time and received the Børsen Gazelle award, solidifying our position as a leader in the football gear industry.
2018: Major Milestones
In 2018, our warehouse needed more space, separated from our office building in Sydhavnen, and moved to Albertslund. We hit 1 million YouTube subscribers and launched Unisport kit builder, providing football clubs worldwide with a flexible online service.
2019: Bonjour Paris
In May 2019, just before the Women’s World Cup, we opened our Paris flagship store in Les Halles. We introduced a new logotype, partnered with FC Nordsjælland, and launched the Unisport Partner program (marketplace). We also celebrated reaching 1 million followers on Instagram.
2020: Many New Partnerships
In 2020, we partnered with the Danish Football Federation’s (DBU) football school, Norwegian Football Federation (NFF), FC Copenhagen and Odense Boldklub. We also launched our membership program, Unisport FC.
2021: Stockholm Flagship and Scholarships
In December 2021 we opened a flagship store on Sergels torg in Stockholm, and became the official retail partner to legendary Liverpool FC. We also introduced the Unisport Scholarship to support football initiatives in local communities.
2022: Another Warehouse Move
In 2022, we launched the Jersey Lab and moved our warehouse operations to Køge, south of Copenhagen. We partnered with top Swedish club Kalmar FF, and further expanded our influence in the football world.
2023: Celebrating 1 Million Members
In 2023, we celebrated reaching 1 million members in Unisport FC, and launched unisport.pl for the Polish market. We won the Best E-commerce Sport in Denmark, and hosted the Grand Paris Girls Cup. On top of this we also achieved 1 billion YouTube views.
2024: Oslo and Munich Flagships
In 2024, we opened our first Norwegian flagship store on Karl Johan in Oslo, and just before the EURO's we could celebrate our Munich store on Neuhauser Str. We also launched in Italy (unisportstore.it), and partnered with R-gol, continuing our tradition of growth and innovation in the football industry.
We are in constant development and always striving to improve - on our mission to inspire everyone in the world with our passion for football. And the most important thing for us, is to help make your football dreams come true. Let's do it!