Growth
Sports Direct against its category
The biggest tracked UK sporting goods stores chains by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Sports Direct's share of the category quarter by quarter, indexed to 2024 Q1 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 | S Sports Direct | -3.4% |
| 2 |
G
GO Outdoors
|
+3.3% |
| 3 |
N
Nike
|
-5.0% |
| 4 |
D
Decathlon
|
-7.3% |
| 5 |
M
Mountain Warehouse
|
- |
| 6 | A Angling Direct | +14.4% |
| 7 | A American Golf | +2.7% |
| 8 |
T
The North Face
|
+0.1% |
| 9 | T Trespass | - |
| 10 |
A
adidas
|
+11.2% |
Share of tracked category spend, indexed
Store footprint
Store map
349 tracked Sports Direct locations across 12 of the UK's 12 regions and nations.
Tracked stores by region
- London 57
- South East 44
- East of England 39
- Scotland 35
- North West 33
- Yorkshire and The Humber 28
- South West 25
- East Midlands 22
- West Midlands 21
- North East 20
- Wales 17
- Northern Ireland 8
Customer overlap
Who shops at Sports Direct
Tracked chains Sports Direct customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
Y
YO! Haverfordwest Tesco Kiosk
100
Y
YO! Ayr Tesco Kiosk
67
Y
YO! Exmouth Tesco Kiosk
56
T
Tesco Extra
50
Y
YO! Bletchley Tesco Kiosk
42
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