Sports Direct International Plc engages in the retail of sporting goods. It manages a diversified portfolio of sports, fashion and lifestyle fascias, and brands. The firm operates through the following segments: Sports Retail, Premium Lifestyle and Brands. The Sports Retail segment supplies sports and leisure equipment and apparel. The Premium Lifestyle segment offers a broad range of clothing, footwear and accessories from global contemporary and luxury retail brands. The Brands segment includes the wholesale, licensing, and distribution of the firm's own brand, as well as third party brands that is being sold to sports retail and premium lifestyle products. The company was founded by Michael James Wallace Ashley in 1982 and is headquartered in Shirebrook, the United Kingdom.