About Sports Direct
Sports Direct's beginnings were in 1982 when CEO Mike Ashley opened up his first sports and ski shop in Maidenhead. By the late 1990s, he had opened 100 stores across the UK, rebranding his chain as Sports Soccer and acquiring some major brands including Donnay. By 2008 they were trading under the name Sports Direct and had become a high street staple.
As they grew, they became more than just a sports retailer, rebranding as Frasers Group in 2019. They established our three core pillars: Sports, Lifestyle and Luxury. These pillars underpin our elevation strategy to rethink retail by focusing on store experience, digital and product. Their pioneering approach to retail is showing no sign of slowing, and as they continue to grow their stores, they turn their attention to continually transforming their brands.