Sports Direct – Fulham, London – Opening Hours & Store Details Sports Direct Store is easily reached at 427/429 North End Road, about a 3.55 mile distance south-west from the centre of London, in Fulham (close to Shorrolds Road Bus Stop). People can easily get here from Walham Green, Hammersmith, Fulham, South Kensington, World’s End, Sands End, Earl’s Court and Parson’s Green. Today (Friday), hours of business start at 9:00 am and continue until 6:00 pm. On this page you may find all the information about Sports Direct Fulham, London, including the hours of operation, local navigation or telephone details.