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Sports Direct: The UK's Sporting Giant
Sports Direct is a British retailer offering sporting equipment and clothing. They offer clothing and sports equipment to men, women, and children. They sell casual wear but cater for specific sports as well. The sports they cater for include weightlifting, football, running, golf, tennis, snooker, watersports, yoga, boxing, basketball, swimming, and many more. Their clothing and equipment come from high-end brands including Nike, Adidas, No Fear, and Everlast, as well as cheaper and lesser-known brands. You will find swimwear, shorts, t-shirts, sweatshirts, hoodies, and trainers as well as equipment such as tennis racquets, footballs, basketballs, and football boots. There are more than 650 stores spread across the globe as they also provide goods to customers in other continents.
The homegrown establishments are dispersed over 250 British towns and cities. London can boast the most outlets, and Bristol and Glasgow also have a high number of stores in each city. Identifying a Sports Direct store is not difficult due to the company’s familiar branding and logo. The brand makes use of three colours, namely blue, red, and white. The logo simply reads the company name with the word “Sports” in the colour blue and “Direct” in the colour red. Both words are written in capital letters.
Sports Direct opening times may vary depending on the location but most stores follow a standardised routine. Opening times are typically between 9 am and 5:30 pm from Monday through to Friday. Many stores which are located in shopping centres and busier cities will have later opening hours. Weekend times will also vary but most stores will remain open between 9 am and 6 pm on Saturdays and have reduced business hours of 10 am to 4 pm on Sundays. Opening times are subject to change on New Year's Day, Good Friday, Easter Monday, Christmas, Boxing Day, and bank holidays—it is advised to check with local branches to obtain holiday opening hours. Many stores will be closed on these days. You can find out the opening times for the branch closest to you in our online store locator.
The company is a well-known retailer of sporting clothes and equipment to most British residents. However, many of their customers may not be aware of some interesting facts concerning the business. These include:
- Owned by Mike Ashley, they operate on extremely low margins.
- They own many sporting brands, including Karrimor, Lonsdale, and more.
- They are over 35 years old.
- They bought House of Fraser in 2018.
- Mike Ashley Sports was the original store and focused on badminton equipment.
As an extensive chain that owns many sporting brands, it is not surprising that they have an exhaustive list of clothing items and sporting equipment for sale. They cater to children and adults in more than 40 sports with a range of different products. They also cater for outdoor adventures such as hiking and camping trips with suitable clothing, accessories, and tents.
Some of their most popular products come from their casual clothing department and include jogging bottoms, training tops, and trainers. Their football department is also popular, and they sell many football kits and footballing equipment such as footballs, shin pads, football boots, and training bags. Other popular sales feature in their running section and accessories department.
Some of the brands found at their stores include Dunlop, Everlast, Firetrap, Jack & Jones, Lonsdale, Reebok, Puma, Nike, Slazenger, Donnay, Asics, and even more. The business owns many of the brands they sell.
Mike Ashley founded the company in 1982 by opening his first store in Maidenhead by the name of Mike Ashley Sports. Within ten years of existence, he had expanded his business to 12 stores. Over the following years and up to the present day, the company has continued to grow the number of their stores and now trades internationally in many different countries. It overtook competition in the UK to become the largest sporting retailer in 2006. The business has also invested in other retailers and acquired many sporting brands to help fill their shelves, including acquiring Newcastle United Football Club in 2007 and entering into a commercial partnership with Rangers Football Club involving merchandising and branding.
