all about
sports direct

Where everyone feel like a winner

Sports Direct is a leading international retailer of sports and fitness footwear, clothing, and equipment. A brand driven by purpose; our mission is to use the powers of sport to champion the legend in everybody. Whatever your sport, whatever your style, and whatever your ambition, we offer the quality and choice to make everyone feel like a winner.

Shoppers can explore the latest in sports and leisurewear from top global names like Nike, Adidas, Puma, Under Armour, New Balance, ASICS, and Jordan. With dedicated areas set out for various sports categories and options for men, women, and kids, the store caters to a wide range of sporting needs and styles.

Delivering an unmatched customer journey where customers will experience cutting-edge technology and interactive shopping at its best. Sports Direct’s renowned Outdoor and Running concepts provide an engaging and educational experience, allowing customers to test products in a dynamic, hands-on environment. 

These dedicated areas feature specialist brands to further elevate the offering, such as On Running, Brooks and Saucony in the Run category and The North Face and Columbia in Outdoors. The store also integrates brands from Frasers Group’s ecosystem, including GAME and USC, offering a seamless shopping experience all under one roof.