Sports Direct has no plans to phase out its famous supersized mugs despite being deep in its elevation strategy to widen the brand’s appeal with upmarket shoppers. 


Sports Direct’s supersized mugs feature in the retailer’s Euros campaign

The retailer confirmed to Retail Week that, although the brand is making strides to become more premium, there are no plans to drop the 570ml bargain mugs on sale by the tills. 

Sports Direct managing director Ger Wright told Retail Week: “We love the mug!

“The mugs are here to stay. You’ll see them pop up in our Euros campaign and they’re one of our most sought-after ‘grab-and-go’ products.

“We try to make sure we have a nice seasonal assortment on our queue rails but you’d be surprised how many people pick up a mug. They’ve become quite synonymous with the consumer we serve.” 

Famously a value retailer, Sports Direct has invested in new flagship stores, modernised its branding and brought in new partnerships, and is now stocking a wider range of premium products as part of its elevation strategy.

Merchandised by the tills in stores, the mugs are not currently available to purchase online but the retailer frequently gifts them in shoppers’ orders. 

“The mug has our new branding on it now,” said Wright.

“We’re very proud of the elevation within Sports Direct – there’s the old and the new – and I think now you’re seeing more new than old, but there are still some nice traditions and I like the way that we surprise our consumers by adding something to their shopping basket.”