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Sports Direct


Founded in 1982, Sports Direct is the UK's largest retailer of sporting goods, offering a variety of sports, fitness, fashion and lifestyle brands.

Headed by Frasers Group CEO Mike Ashley, dubbed the "Hoover of the high street" for his prolific deal making, Sports Direct features world famous brands such as Nike, adidas and Puma, as well as internal brands such as Dunlop, Slazenger, Everlast, Lonsdale and Karrimor.

For the latest news about Sports Direct, see our related stories below company information.

Company Information
Annual Sales:

£2.2 billion (Sports Direct and USC, 2020)

Segments / Shopping Categories:

menswear; womenswear; kidswear; footwear; activewear; swimwear; accessories; underwear

Company Size (No. of Employees): 11,053
Parent Company/Key Investors:

Frasers Group

UK Standalone Stores: 367 (Sports Direct and USC)
Group Companies:; House of Fraser; Flannels; Slazenger; Lillywhites; USC; Everlast; Lonsdale,

Key Brands Stocked:

Adidas; Airwalk; Ben Sherman; Calvin Klein; Champion; Converse; Crocs; Diesel; DKNY; Dunlop; Firetrap; Karrimor; Lee Cooper; Lonsdale; New Balance; Nike; Puma; Reebok; Sketchers; Ugg

Payment Methods:

Debit card; Credit card; American Express; PayPal; Apple Pay; Alipay; Gift cards

Student Discount:

Sports Direct offers students 10% off with Voucher Codes

Delivery Options:

Standard delivery; Next Day delivery; Click and Collect

Number of Countries Shipped To: 118
Key Countries Shipped To:

UK; Europe; US; Canada; China; India; Japan; UAE; New Zealand; Australia

Contact Information
Head Office Address:
Unit A, Brook Park East, Shirebrook NG20 8RY
Head Office Telephone: 0344 245 9200
PR Company:

Sports Direct handles its own PR.

Key Executives
Chief Executive:

Mike Ashley

Head of Buying: Alex Mace
Leasing Director:

Lee Clarke (Retail Area Manager)

Head of Retail: Louise Bagshaw
Digital Director: Niall Sutherland
Chief Marketing Officer: Beckie Stanion
Head of HR: Sharon Goodman
Chief Financial Officer: Chris Wootton

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