Brandwave

How popular isSports Direct?

In September 2026, people searched for Sports Direct by name about 3.4 million times in the United Kingdom, about the same as the previous year. These searches made up 53.8% of all United Kingdom sports retailer searches, placing Sports Direct first out of six retailers. When we asked both ChatGPT and Google AI Overviews about sports retailers, Sports Direct appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Sports Direct is the most searched of 6 competitors and the most recommended in AI answers.

  1. Sports DirectShare of searches 53.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. JD SportsShare of searches 24.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  3. DecathlonShare of searches 13.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  4. Foot LockerShare of searches 4.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  5. Pro:DirectShare of searches 2.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top sports retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Sports Direct appeared in all four answers. Sports Direct is the most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Sports Direct1st
  2. Decathlon2nd
  3. JD Sports3rd
  4. Foot Locker4th
  5. SportsShoes.com5th
  6. Pro:Direct–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Sports Direct4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Decathlon4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • JD Sports2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Foot Locker2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • SportsShoes.com2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Pro:Direct0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about sports retailers

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.

Which sports retailers compete with Sports Direct?

Sports Direct against sports retailers in the United Kingdom, by month

Share of searches by month for Sports Direct, JD Sports, Decathlon, Foot Locker, Pro:Direct. The figures are in the table below the chart.

View monthly share of searches table
MonthSports DirectJD SportsDecathlonFoot LockerPro:DirectSportsShoes.com
Oct 202549.7%27.2%12.2%6.7%2.4%1.8%
Nov 202546.3%31%11.3%7.6%1.9%2%
Dec 202545.1%36.9%9.1%6.1%1.5%1.3%
Jan 202651.6%23.1%15.4%5.7%2.1%2.2%
Feb 202651.8%23.1%15.6%5.7%2.1%1.9%
Mar 202651.1%27.9%12.6%4.6%2.1%1.8%
Apr 202649.4%27%14.8%5.4%1.6%1.7%
May 202654.4%24.3%13.3%4.9%1.5%1.6%
Jun 202646.7%31.2%13.9%5.1%1.9%1.2%
Jul 202647.8%26.1%17.4%5.3%1.9%1.4%
Aug 202650.1%27.4%14.9%4.5%1.7%1.4%
Sep 202653.8%24.1%13.2%4.8%2.2%1.9%

  1. 1.Sports Direct

    53.8%

    Held 1st. 3.4M estimated branded searches, -18.1% vs prior month. Share +3.7 points.

  2. 2.JD Sports

    24.1%

    Held 2nd. 1.5M estimated branded searches, -33% vs prior month. Share -3.3 points.

  3. 3.Decathlon

    13.2%

    Held 3rd. 823K estimated branded searches, -32.5% vs prior month. Share -1.7 points.

  4. 4.Foot Locker

    4.8%

    Held 4th. 301K estimated branded searches, -18.2% vs prior month. Share +0.3 points.

  5. 5.Pro:Direct

    2.2%

    Held 5th. 135K estimated branded searches, 0% vs prior month. Share +0.5 points.

  6. 6.SportsShoes.com

    1.9%

    Held 6th. 118K estimated branded searches, 0% vs prior month. Share +0.5 points.

Compare popularity between Sports Direct and its closest rivals

Every comparison with Sports Direct

9 comparisons

How has branded search demand for Sports Direct changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sports Direct in the United Kingdom held steady at 3.4M.
  • Across the 12 months ending September 2026, Sports Direct’s share of searches among sports retailers in the United Kingdom increased from 49.7% to 53.8%.
  • Across the 12 months ending September 2026, Sports Direct’s share of searches among sports retailers in the United Kingdom peaked at 54.4% in May 2026 and was lowest at 45.1% in December 2025.

How did search popularity change for United Kingdom sports retailers in September 2026?

6 changes

  1. In September 2026, Sports Direct gained share of searches among sports retailers in the United Kingdom, from 50.1% to 53.8%.

  2. In September 2026, Pro:Direct gained share of searches among sports retailers in the United Kingdom, from 1.7% to 2.2%.

  3. In September 2026, JD Sports lost share of searches among sports retailers in the United Kingdom, from 27.4% to 24.1%.

  4. In September 2026, Decathlon lost share of searches among sports retailers in the United Kingdom, from 14.9% to 13.2%.

  5. SportsShoes.com’s share of searches among sports retailers in the United Kingdom has gained ground for 3 months in a row, from 1.2% to 1.9% in September 2026.

  6. Estimated monthly branded searches for Foot Locker in the United Kingdom fell 33.1% over 12 measured months, from 450K to 301K in September 2026.

How are Sports Direct’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Sports Direct’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • sports direct

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How the Brand Demand Index is measured

Where does Sports Direct compete?

Sports Direct is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Shoe retailers1st of 751.8%Show ranking
Sports retailers1st of 653.8%Shown above
Creator with pink hair and a pink jacket

Is Sports Direct your brand?

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