JJB has reportedly stepped up its phased rollout of in-store Nike and Adidas departments in an effort to compete with Sports Direct in the UK.

According to The Daily Telegraph, JJB will open 220 in-store units for Nike alone by the end of this year - showing that implementation plans are running rapidly ahead of schedule.

In its full-year preliminary results announcement last month (2 May), JJB had said it planned to complete a further 184 areas altogether before 29 July, and to have introduced up to 600 by 2009.

In addition to the Nike stores, JJB will also create 350 similar in-store areas for Adidas, the paper reported.

The company has indicated that trading results from those shops with in-store areas was encouraging both in terms of increased revenue and gross margin.

JJB will be hoping to offer sportswear suppliers with an alternative format to rival Sports Direct, which displays brands together at discount costs.

The company was not available to comment further when contacted by just-style today (2 May).