The history of Sports Direct dates back to the origins of the Frasers Group, with the founding of the group by Mike Ashley in 1982. In that year, he opened his first store for the sale of sports and ski accessories in Maidenhead, England. In the 1990s the company underwent a strong expansion process with the opening of more than 100 stores throughout the UK. In 2008 Frasers Group created the Sports Direct brand and began selling sports apparel and accessories under that brand.

In Ireland, Sports Direct landed in the 1990s and since then has become a brand with a high reputation in the market. Nowadays, Sports Direct operates in Ireland through more than 60 stores distributed throughout the main regions of the country.

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