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About us
About Sports Direct
Since 1982, Sports Direct has grown from a single store in Newcastle to become the UK’s leading sports retail destination – serving millions of customers annually through our extensive network of over 400 UK stores and our flagship online platform (www.sportsdirect.com). Our core mission is simple: to make high-quality sports gear, fashion, and lifestyle products accessible to everyone, whether you’re a professional athlete, a weekend warrior, or just looking for comfortable, durable everyday wear.
Our Story: From Newcastle to the Nation
Founded by Mike Ashley, Sports Direct began with a vision to challenge the status quo of overpriced sports retail. What started as a small shop focused on affordable athletic footwear quickly expanded, driven by our commitment to offering unbeatable value without compromising on quality. Over the decades, we’ve grown to become a household name, synonymous with choice, value, and expertise – all while staying true to our North East roots and down-to-earth approach.
Today, we’re proud to be part of the Frasers Group, a leading global sports, lifestyle, and luxury retail conglomerate. This partnership allows us to leverage industry-leading buying power, bringing our customers exclusive access to some of the world’s biggest sports brands, alongside our own successful in-house labels.
What We Offer: More Than Just Sports Gear
At Sports Direct, we stock an unparalleled range of products to suit every need, budget, and passion. Our curated selection spans four key categories, designed to cater to sports enthusiasts, fashion lovers, and families alike:
1. Performance Sports Equipment & Apparel
Whether you’re hitting the gym, taking to the pitch, or tackling the trails, we’ve got you covered. Our performance range includes:
- Technical sportswear: Moisture-wicking tops, supportive leggings, and weather-resistant jackets for running, football, rugby, hiking, and more.
- Specialist equipment: Weightlifting gear, football boots, cricket bats, cycling accessories, and fitness trackers – sourced from trusted brands like Nike, Adidas, Puma, Under Armour, and our own Performance Direct label.
- Teamwear: Official kits for Premier League clubs, national teams, and grassroots sports clubs, available in adult and kids’ sizes.
2. Lifestyle & Casual Wear
Sports style isn’t just for the field – it’s for everyday life. Our lifestyle range blends comfort and trend, featuring:
- Streetwear-inspired pieces: Hoodies, joggers, graphic tees, and denim from brands like Champion, Ellesse, Lacoste, and our popular in-house label, Supply & Demand.
- Footwear: Sneakers, trainers, and casual shoes for men, women, and kids – from classic designs to the latest releases.
- Accessories: Caps, bags, socks, and sunglasses to complete any outfit, with options for every taste and occasion.
3. Kids’ & Family Essentials
We believe getting kids active should be fun and affordable. Our kids’ range includes:
- Miniature versions of adult performance gear, designed for growing bodies (sizes from newborn to teen).
- Durable, easy-to-wear casual wear and footwear, perfect for playdates, PE lessons, and family adventures.
- Character-themed pieces and bright, playful designs to keep little ones excited about staying active.
4. Value & Clearance
Our commitment to accessibility means we offer year-round value, with dedicated clearance sections both in-store and online. You’ll find unbeatable deals on last-season styles, discontinued lines, and bulk buys – so you can stock up on quality gear without breaking the bank.
Why Shop With Sports Direct?
We know our customers have choices – here’s why they keep coming back:
- Unbeatable Value: Our buying power lets us pass savings directly to you, with competitive prices on top brands and exclusive discounts for our Sports Direct VIP members (free to join!).
- Extensive Network: With over 400 UK stores (including flagship locations in London, Manchester, and Birmingham) and fast, reliable delivery, we’re always within reach – whether you prefer to shop in-person or online.
- Expertise: Our in-store teams include sports enthusiasts and trained specialists who can offer advice on everything from finding the right running shoe to choosing the perfect cricket bat.
- Sustainability Commitment: We’re dedicated to reducing our environmental impact. Key initiatives include:
- Sourcing sustainable materials for our in-house brands (e.g., recycled polyester in sportswear).
- Reducing plastic packaging by 50% across all orders by 2027.
- Partnering with recycling schemes to give old sports gear a new life (drop off unwanted items at any store).
Our Promise to You
At Sports Direct, we’re more than just a retailer – we’re part of the UK’s sports community. We’re passionate about inspiring people to get active, stay healthy, and enjoy the benefits of sport, whatever their ability or budget.
We listen to our customers, too. Your feedback helps us improve our products, services, and stores – so don’t hesitate to share your thoughts via our website, social media (@SportsDirectUK), or in-store.
Whether you’re training for a marathon, kitting out the kids for football practice, or just updating your wardrobe, we’re here to help you achieve more – for less.