Sports Direct is a British sportswear chain founded in 1982 by Mike Ashley, who remains its majority shareholder.
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| 1996–2005 | 2005–2006 | 2006–2007 | 2007–2020 | 2020 | 2020–present |
Mike Ashley Sports
1982–1996
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LOGO MISSING |
Sports Soccer
1996–2004
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BETTER LOGO NEEDED |
Sports World
2004–2005
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BETTER LOGO NEEDED |
2005–2007
SportsDirect.com
2007–2020
In 2007, Sports World was merged into SportsDirect.com. All stores were then rebranded under the SportsDirect.com name, Some stores continue to use this logo as of 2021.
Sports Direct
2020
In late June 2020, Sports Direct used a modified variant of the 2007 logo without the ".com" online until 31 July, when the actual new logo was launched.
2020–present
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Between July 2020-2021, Sports Direct underwent a rebrand aimed at "promoting inclusivity" and "enhancing customer experience". The rebrand, designed by the consultancy Venturethree, included a new logo and visual identity. The logo was redesigned to feature an 'equaliser' symbol, representing "inclusivity and equality".
| Retail outlets: Agent Provocateur | EAG | Eastern Mountain Sports | European Golf | Evans Cycles | Field & Trek | Firetrap | Flannels | Frasers Plus Designer Outlet Leeds | French Connection (Fcuk) | Game | Gelert | Heatons | House of Fraser | Sofa.com | Studio | Jack Wills | Sportland | Sports Direct | Sweatshop | Tri UK | USC Clothing, footwear & equipment brands: Former: Defunct:  |