Spring Sale: Now up to -60%! Shop now

World's Best Football Store


Written by Zlatko Popovic

Unisport is one of Europe’s leading online football retailer of football boots, football shirts and other football equipment. Besides selling football gear, Unisport is also a global media destination for football related content. Based in Copenhagen, Unisport has provided premium service to players and fans, across the globe, for more than 20 years. Besides a Flagship Store in central Copenhagen, Unisport offer local webshops in Denmark, Sweden, Norway, Finland, Netherlands, Germany, France, Austria - and serve football consumers across the globe through unisportstore.com.

20 years of football legacy

The year was 1995, when Unisport first saw the light of day in little football-Denmark. The company kicked off in a flat in Skydebanegade, Copenhagen. Unisport was founded by entrepreneur, and huge Tottenham fan, Henrik Larsen.
After just six months in the initial flat, an opportunity to move to a larger location in Istedgade came along. Back then we could already offer football shirts from all over the world, which was our great passion. The store would attract people from all over the world on a daily basis; people wanting to explore the world of football shirts.

The many years at the 'Vesterbro Torv' and the beginning of the online adventure

After just six months on Istedgade, we had outgrown the location, and it was time to relocate once again. This time around the destination would be Vesterbrogade 45.
The bar was raised yet again as the store in Vesterbrogade was expanded to include an extra floor. The first Nike Football store-in-store in Denmark was a reality. The expansion gave us the opportunity to complete the football experience by also offering a huge selection of football boots. This made us dream big, and really sparked the dream of becoming one of the best in Europe.

Unisport going online

In 2002 it was time to start selling our football products online, and our first website unisport.dk was launched. The online business had a rather slow start, but the 2004 European Cup, e-commerce growth, together with the development of the Unisport website enabled us to slowly but surely increase the number of customers.
In the mid 00's e-commerce was really exploding, and in the summer of 2006, we relocated to Vesterbrogade 15 and 17. The physical store also got new home grounds right across from the main entrance of the famous Tivoli in Copenhagen.
An increasing number of employees could be the headline of the first year of the new location, and brand new positions were born. Innovation was key, and the now very well known Unisport WebTV concept was coined. Our very own WebTV channel, where football boot reviews, interviews with footballers and product videos were uploaded. Last but not least, a small team was put together to produce daily blogs on the latest football gear. Everything in order to offer more value for our users, and provide the knowledge needed for a proper football shopping experience.
New goals were set, and the selection of products kept growing. The aim was to ensure that Unisport could offer the wide and deep assortment, which to this day is still something associated with our business.

Unisport Team Sport

After three years of further developing the unisport.dk website, it was time for yet another expansion – Unisport Team Sport. A new department addressing the football clubs and companies looking for knowledgeable guidance when shopping for clothes and team kits. A showroom was built and the Unisport Team Sport launched a new catalogue, lead by one of the loyal 'players' from the rapidly growing Unisport squad.

In 2018 we launched Unisport Team Sport as an online service to make it possible for football clubs, company teams and Sunday League aficionados all over the world, to easily order their team kits with full flexibility. Besides enabling access to a premium team kit assortment we also started to offer everybody in grassroot football to be sponsored by Unisport, and get additional discounts. From Valby to the Copenhagen Sydhavnen

While the Danish Superliga was on winter break around the beginning of 2010, the full Unisport squad were working hard. This time it was a final goodbye to Vesterbro for both our warehouse and offices, as we moved to new home grounds in Gammel Køge Landevej in Valby just outside of Copenhagen.
Rapid growth in Denmark, as well as our launch of Unisport both in Sweden, Norway, Finland and the Netherlands resulted in a short stay here of just three years. During the winter 2013 we were able to move into our beautiful new offices in Bådehavnsgade 38 in the Copenhagen Sydhavnen; and we have been here since.
In late 2015, just before Christmas, we opened up the doors to our brand new Flagship Store in the heart of Copenhagen. The purpose was not only to create a premium retail destination, but a truly unique football experience. With constantly changing initiative areas, a football museum in the staircase, touchscreens to explore products, and a tryout cage in the boot room, we have translated our digital football experience, and combined it with the best parts of physical retail. And we are extremely proud of it.

Award winning e-commerce

We have taken home the user award three times – in 2011, 2012 and 2017. The user award goes to the company that receives the most votes from consumers, and then gets the best results from a Best Practice Review conducted by a jury. We won the Social Commerce award in 2012, as a result of our work in relation to combining e-commerce and social media. In 2013 we won both the B2C award and the E-commerce Gold as the best Web shop in Denmark. As a result of the latter we went to defend the honour of Denmark on the big international scene. Among the biggest and best we were awarded European bronze, and took the third spot in the rank of the best web shops in Europe.
In 2014, we made our way into the spotlight again. This time around we took home the Cross Border award. An achievement that we repeated in 2016. The same year as we won the best webshop in Sweden, and placed in Top 3 webshops in Norway. A proof that our concept can stand the distance in other countries. Every awards is a great recognition of our team, who all work very hard to make a difference.

From 1995 to The World’s Best Football Store

It all started with football shirts back in 1995, and today you will find football shirts from every corner of the world, a massive selection of football boots and everything in relation to football gear. Our squad has increased to more than 100 employees. We have a WebTV channel with more than 130 million views, Instagram-, Snapchat, Youtube- and Facebook accounts with more than 2 million followers in total, as well as a daily news flow to keep you updated on all the new and fantastic football products. In other words, we love to share our knowledge and we work towards making you as much of a nerd as we are, in terms of football boots, football shirts, goalkeeper gloves, shin pads and all other football related products.
On top of this, we have very fast international delivery, phone support open on all weekdays and a perfect Trustpilot.com score. Everything with our consumers in focus.
We are in constant development and are always striving to improve. We have yet to reach our final goal, and maybe we never will. One thing is however certain: Everything we do is to provide you with the best experience. Before, during and after your visit with us.
This is #unisportlife