Sports Direct, the original business behind Frasers Group, is the UK’s largest sporting goods retailer. It offers affordable sportswear, footwear, and equipment from major global brands and in-house labels like Everlast and Slazenger. Known for its aggressive pricing and volume-led retail model, Sports Direct has undergone modernisation under the group’s elevation strategy. With hundreds of stores and a growing online presence, it remains central to Frasers’ operations.