Sports Direct and Pou Sheng


Sports Direct is a well-known British retailer and the largest sports shop in Europe with hundreds of branches across the country. They also own Lillywhites, the oldest and the most famous sports shop in the world, as well as the football club, Newcastle United. They were very keen on entering the Chinese market. In early 2017, we were commissioned by Sports Direct International to come up with market entry strategy, with a particular focus on finding a strong local partner in China with possibilities to form a JV.


  • We analysed the market in depth covering all major sports, geographical variances and demographics and modelled the current sports market and potential growth

  • We conducted on-ground research of the consumer behaviour and competitive landscape

  • We created partnership proposals for Sports Direct and contacted targeted contacts which facilitated some initial exploratory meetings


We connected Sports Direct with Pou Sheng ( a public company in China that focuses on sportswear retail, a company that has 20,000 employees in China and 8,000 retail outlets. We successfully developed relationships and hosted conferences between the MD of the Brands Division of Sports Direct and the VP of Pou Sheng.