Indeed, the demand for clothes like tracksuits, trainers, shorts, T-shirts, and the popularity of keeping fit by jogging or gym is what make the multipurpose products so successful. In general, UK sales of sports clothing were worth approximately 4.75 billion pounds in 2009(Reportlinker.com). However, the market is gradually beginning to be saturated. One reason for this is the greying of the UK population and another one is the intensity of the competition we mentioned before. As a result, there will be during the next five years a very slow growth in the sportswear except in 2012 where the increase will be boosted given the Olympic Games in London. 1.3. Sports Direct today: Sports Direct have now approximately 500 stores around the UK, as well as stores in Ireland, Belgium, Holland and Slovenia (sportsdirect.com). Furthermore, Sports Direct has an expansion programme which consist of opening a couple of stores each year in order to make the sports clothing available everywhere in the UK and in order to remain the number one sports retailer in the United Kingdom. Sports Direct also sell leading 3rd party brands such as Nike, Adidas, Reebok, Umbro and Fila, plus group brands, such as, Everlast, Lonsdale, Dunlop, Slazenger and Karrimor and a wide product range which covers all sports and activities (sportsdirect.com).
2. Analysis on the financing structure of the company In this part, we will focus