Sports Direct Outlet - Matching products for APRILSPECIAL

Sports Direct History

Sports Direct was founded in 1982 by Mike Ashley, who opened his first sports and ski shop in Maidenhead, Berkshire, with a £10,000 loan from his family. He was just 18 years old at the time, having left school at 16 to pursue a career as a squash player and coach. That single store in Maidenhead grew rapidly, and by the mid-1990s Ashley had expanded to around 80 stores trading under names including Mike Ashley Sports and Sports Soccer before settling on Sports Direct by the early 2000s.

Sports Direct floated on the London Stock Exchange in February 2007 at a valuation of around £2.5 billion. The company then accelerated its growth through a series of acquisitions, picking up brands including Donnay, Karrimor, Kangol, Lonsdale, Everlast, and Slazenger. In 2018 Sports Direct acquired House of Fraser, and in 2019 it bought Jack Wills. That same year, the parent company rebranded from Sports Direct International plc to Frasers Group plc, reflecting the broader portfolio of premium and lifestyle brands it had assembled. Today Frasers Group is listed on the London Stock Exchange as a constituent of the FTSE 250.

Sports Direct itself remains the UK's largest sports retailer, operating around 700 stores across the UK and Europe, with further presence in Malaysia and beyond. The Sports Direct Outlet gives shoppers access to end-of-line, clearance and reduced stock from across the full Sports Direct product range, including major brands such as Nike, adidas, Puma, New Balance and Sports Direct's own labels including Slazenger and Lonsdale.

What does Sports Direct sell?

Sportswear and Footwear

Sports Direct stocks an extensive range of sports clothing and footwear for men, women and children across all major sports. From football boots and running shoes to gym wear, cycling kit and outdoor apparel, the range covers casual and performance needs at prices spanning budget to premium. Key brands include Nike, adidas, Under Armour, Puma, New Balance and Reebok alongside Sports Direct's own value labels.

Sports Equipment

Equipment spans football, rugby, tennis, golf, cricket, boxing, gym training, swimming, cycling, darts and much more. Sports Direct is one of the UK's largest stockists of gym and fitness equipment, with weights, benches, treadmills and resistance kit available across a wide range of price points.

Outdoor and Adventure

The outdoor range covers camping, hiking, climbing, skiing and water sports. Brands such as Karrimor and Berghaus feature alongside budget-friendly own-brand options, making Sports Direct a popular destination for outdoor kit at accessible prices.

Common Sports Direct Questions

When is the next Sports Direct sale?

Sports Direct runs sales throughout the year, with its outlet section offering clearance deals year-round. The biggest discounts typically coincide with Black Friday in November and the January sale. The Sports Direct website also features a permanent outlet section where end-of-line and reduced stock is listed continuously.

Does Sports Direct offer an NHS discount?

Sports Direct has offered NHS discounts in the past. It is worth checking the current offers on the Sports Direct website or via NHS Discounts and Blue Light Card for the latest available deals.

Does Sports Direct offer a student discount?

Sports Direct offers student discounts through schemes such as Student Beans and TOTUM. Students should check the Sports Direct website or their student discount provider for current eligibility and percentage off.

Is Sports Direct part of Frasers Group?

Yes. Sports Direct is the flagship retail brand of Frasers Group plc, which is listed on the London Stock Exchange. Frasers Group also owns House of Fraser, Flannels, USC, GAME, Evans Cycles and a number of other retail fascias, as well as sports and lifestyle brands including Slazenger, Lonsdale, Karrimor and Everlast.

Where is Sports Direct headquartered?

Frasers Group, the parent company of Sports Direct, is headquartered in Shirebrook, Derbyshire, where its main distribution centre and warehouse operations are also based.

Black Friday at Sports Direct

Sports Direct is one of the UK's most prominent Black Friday participants, typically launching deals in the days before Black Friday itself and running discounts through the Cyber Monday weekend. Reductions span clothing, footwear, sports equipment, gym kit and branded goods from Nike, adidas and other major labels. The Sports Direct Outlet section often carries some of the deepest discounts during the Black Friday period, with clearance prices on end-of-season stock. It is worth checking the outlet section early as popular lines sell out quickly.

Sports Direct and Frasers Group

Frasers Group plc (formerly Sports Direct International plc) is a FTSE 250-listed British retail conglomerate. Mike Ashley remained the controlling shareholder after the 2007 IPO and continues to hold a significant stake. In 2022 Michael Murray, Ashley's son-in-law, became CEO of Frasers Group. The group's elevation strategy has involved repositioning Sports Direct stores to a higher standard and integrating partner brands such as GAME and USC within flagship locations.

Normal Opening Hours

Opening hours vary by location. Use the Sports Direct store finder at sportsdirect.com for your local store hours.

Contact Information

Links

What to typically expect in store

• Click & Collect
• Changing Rooms
• Wide Range of Sports Brands
• Gym and Fitness Equipment
• Footwear Department
• Free Parking on Site (most locations)