Sports Direct

Sports Direct is a major sports retailer, founded in 1982 when Mike Ashley opened his first shop selling sporting and skiing goods in Maidenhead. A further 100 stores had opened across the UK by the 1990s under the Sports Soccer branding, which became Sports Direct by 2008. A further rebrand in 2019 created Frasers Group Plc, built on three pillars of sport, premium and luxury, and the group also includes House of Fraser, Flannels and USC. Ranges cover footwear, clothing and equipment, including a back to school and back to university offer.