Is Sports Direct a brand?
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. In November 2019, Sports Direct International rebranded to Frasers Group as part of their elevation strategy as House of Fraser became their new flagship brand. In March 2020, Sports Direct announced they would remain open amid the coronavirus lockdown in the UK.
Who owns Sport Direct?
Sportsdirect. Retail Limited, trading as Sports Direct, is a British retail company owned by Frasers Group. The company was founded in 1982 by Mike Ashley and was originally based in Maidenhead, England. Frasers Group, the owner of the Sports Direct chain founded by billionaire Mike Ashley, has agreed to buy a string of fashion brands from the leisurewear retailer JD Sports Fashion for “up to” £47.