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 | French Connection (Fcuk) | Game | Gelert | Heatons | House of Fraser | Sofa.com | Studio (UK) | Jack Wills | Sportland | Sports Direct | Sweatshop | Tri UK | USC Clothing, footwear & equipment brands: Former: Defunct:  |