Nike is to open 220 concession stores within JJB Sports shops by the end of this year. Daily Telegraph

The plans – which will eventually result in 250 'stores in stores' by January 2009 – will be a further blow to investor confidence in rival retailer Sports Direct. Shares in Sports Direct have fallen 21% since the retailer floated at 300p a share at the end of February.

JJB is also to create 350 similar in-store concession areas for Adidas. JJB is understood to be opening five 'store in stores' a week and will have a total of 600 for Adidas and Nike by January 2009