Sports Direct mugs are ‘here to stay’, says retailer
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.
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!”
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