The sporting goods retail group will rebrand following shareholder agreement on December 16 – a rebrand the business said “is being undertaken to reflect the changing profile and consumer proposition of the group”.

The moves comes ahead of Sports Direct’s plans to launch its luxury lifestyle fascia Frasers on the high street next year. The retail group said the new store concept will “house the core areas of focus for the wider business – iconic brands, beauty, sports and luxury fashion”.

Sports Direct said: “The choice of the new brand reflects the elevation strategy encompassing the group as a whole and is, therefore, a fitting reflection for the company in the future.”