In recent years the number of sports clothing and equipment retailers has dropped significantly, most notably with the loss of JJB Sports. This leaves the remaining companies in a battle to be the front-runner online.
Whilst JD Sports recently announced strong financial results, Mike Ashley’s Sports Direct has been struggling of late, highlighted by reports of shareholders demanding the board receives a shake up by Ashley who owns 55 per cent of the shares. Of the relative newcomers only Decathlon would seem to have the opportunity to achieve the reach of the more established brands.
James Hammersley is a founding partner of Good Growth. He is also the co-author of ‘Leading Digital Strategy’, a guide to e-commerce strategy.