Register to Drapers to read ONE FREE article and a FREE digital edition

Register now
You can use WP menu builder to build menus

Register to Drapers to read ONE FREE article and a FREE digital edition

Register now

Sports Direct

Founded by Mike Ashley in 1982 in Maidenhead, Sports Direct is a UK sportswear retailer owned by Frasers Group. Operating around 700 stores globally, the retailer offers affordable branded sports and leisurewear across football, running, training and outdoor categories, featuring brands such Nike, Adidas and Slazenger. The company is led by CEO Michael Murray and reported £3.13bn revenue in 2023.

News

Sports Direct Kingston upon Thames

First look: Sports Direct lands in Kingston upon Thames

Frasers Group has opened the doors to a new Sports Direct store located in Kingston upon Thames.

SPORTS_DIRECT_XMAS_LB_SHOT03-163-492x328.webp

Sports Direct launches festive campaign featuring Linford Christie and Lauren James

Sports Direct has launched its 2025 winter marketing campaign, Just Getting Started, featuring a line-up of sports stars including Linford Christie, Lauren James, Michelle Agyemang, Conor Benn, Skye Nicolson, and Tommy Freeman.

Sports-Direct-Liverpool-1-492x328.webp

Sports Direct unveils new elevated store format

Sports Direct opened a new flagship in Liverpool last week, demonstrating a new store concept in which consumers can both shop and exercise.

Frasers-Group-492x328.jpg

Frasers Group snaps up stake in leisure company We Do Play

Mike Ashley's Frasers Group has made its debut in the leisure activity market after snapping up a stake in UK leisure company We Do Play.

Frasers-Group-3-492x328.jpg

Frasers Group CFO deems criticism of insolvency deals 'unfair'

Retail tycoon Mike Ashley's Frasers Group has defended its use of insolvency deals to buy struggling retailers, according to reports.

FRASERS Meadowhall

Frasers Group launches advertising network

Frasers Group has launched retail media network Elevate, which offers advertising across its physical and digital touchpoints.

See more

Analysis and commentary

See more
Advertisement

Get full access to all the fashion industry news and intelligence you need

Subscribe today
COPYRIGHT © 2026 EMAP PUBLISHING LIMITED