Aktie Sport
Sports Direct Netherlands (Aktie Sport) is the Dutch retail subsidiary of UK-listed Frasers Group, selling sports apparel, footwear, and equipment from brands like Nike, Adidas, and Puma to Dutch consumers through the sportsworld.nl e-commerce platform and physical stores.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Aktie Sport does
Aktie Sport operates as Sports Direct in the Netherlands, the Dutch retail subsidiary of UK-listed Frasers Group (LSE: FRAS). The business is run through Frasers Group Trading Limited and serves Dutch consumers across all demographics — men, women, and children — with sports apparel, footwear, and equipment sourced from major brands including Adidas, Nike, Puma, Asics, New Balance, and Under Armour. Sports Direct Netherlands operates a dual-channel distribution model: a Dutch e-commerce storefront at sportsworld.nl with home delivery (€4.99, 3–7 days), a 28-day return policy, and a 10% newsletter signup discount, alongside physical retail stores referenced under 'Onze winkels' across the country. The product portfolio is organized by sport category (football, running, tennis, fitness & training, and outdoor) and demographic, with periodic sale campaigns and new-arrivals merchandising driving traffic.
The underlying technology is a standard e-commerce platform with a content management system; no proprietary AI, API, or SDK capabilities are disclosed. The revenue model is conventional direct-to-consumer retail product sales, with go-to-market executed through email newsletter marketing, SEO-optimized category and product pages, and promotional sales campaigns. Customer segments are horizontal — general consumers and sports enthusiasts — with no enterprise or B2B channel. The group-level footprint also connects Dutch consumers to sister Frasers Group banners USC and GAME through shared navigation. Operationally, the entity is small at the corporate level (5 employees listed), consistent with a subsidiary storefront that draws centralized logistics, procurement, and brand support from its UK parent.
Aktie Sport firmographics
Firmographics- Name
- Aktie Sport
- Legal name
- Frasers Group Trading Limited
- Website
- https://aktiesport.nl
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sports Direct Netherlands (Aktie Sport) is the Dutch retail subsidiary of UK-listed Frasers Group, selling sports apparel, footwear, and equipment from brands like Nike, Adidas, and Puma to Dutch consumers through the sportsworld.nl e-commerce platform and physical stores.
- Ownership category
- akta.pro rank
Aktie Sport industry classification
Industry- Product category
- Sports Retail
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)
- akta.pro primary industry
- Athletic Footwear & Sport Apparel Retail (CRAMABAC)
Keywords
Aktie Sport business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Product Sales: Revenue generated from direct sales of sports apparel, footwear, and equipment to consumers through e-commerce and physical retail stores. The company operates a traditional retail model with product sales as the primary revenue stream, complemented by promotional sales and seasonal campaigns.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard retail pricing with promotional sales |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Aktie Sport product offering
Product offeringCore offering
Aktie Sport (operating online as Sports Direct at sportsworld.nl) is a Dutch multi-brand sports retailer that sells athletic apparel, footwear, and equipment to consumers. Its assortment covers men's, women's, and kids' sportswear along with sport-specific lines including football, running, tennis, fitness and training, and outdoor, featuring brands such as Adidas, Nike, Puma, Asics, New Balance, and Under Armour across both an e-commerce storefront and physical stores.
Product overview
Sports Direct is an online sports retailer offering a unified e-commerce platform with a comprehensive range of sports products. The portfolio includes men's, women's, and children's collections spanning multiple sports categories: Football (with international team merchandise), Running (including running shoes like Asics Novablast), Tennis, Fitness & Training, and Outdoor. The store features products from major sports brands including Adidas, Nike, Puma, Asics, New Balance, and Under Armour. The platform operates as a single e-commerce storefront with category-based navigation and periodic sale/promotional sections.
Differentiator
Problem solved
Functional benefit
Brands
- USC: Sub-brand referenced in navigation menu under the Sports Direct umbrella.
- GAME
Products and services
- Men's Collection (Heren) Men's sports apparel, footwear, and equipment assortment sold to individual male consumers in the Netherlands through the online store and physical outlets.
- Women's Collection (Dames) Women's sports apparel, footwear, and equipment assortment sold to individual female consumers in the Netherlands through the online store and physical outlets.
- Kids' Collection (Kinderen) Children's sports apparel, footwear, and equipment assortment sold to parents and families in the Netherlands through the online store and physical outlets.
- Football Football-specific apparel, footwear, and equipment (boots, kits, accessories) sold to football players and enthusiasts in the Netherlands.
- Running Shoes (Hardloopschoenen) Running footwear sold to runners and fitness consumers in the Netherlands, from brands such as Nike, Asics, New Balance, Adidas, and Puma.
- Running Running apparel and equipment assortment sold to runners and fitness consumers in the Netherlands.
- Tennis Tennis rackets, balls, apparel, footwear, and accessories sold to tennis players in the Netherlands.
- Fitness & Training Fitness and training apparel, footwear, and accessories sold to gym users and fitness enthusiasts in the Netherlands.
- Outdoor Outdoor apparel, footwear, and equipment sold to outdoor and hiking consumers in the Netherlands.
- Sale Discounted sports apparel, footwear, and equipment across all categories, sold at reduced prices to value-oriented Dutch consumers.
Companies that use Aktie Sport
Customer profileSegments2 records
Ideal customer profiles1 record
Aktie Sport technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Aktie Sport partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights6 records
Aktie Sport competitors and assessment
Company assessmentDirect peers
- Intersport: Intersport is a global sports retail cooperative with a significant Dutch store network, selling footwear, apparel, and equipment across the same sport categories (football, running, tennis, fitness) that Aktie Sport/Sports Direct covers, competing for the same family-oriented consumer.
- Foot Locker: Foot Locker sells athletic footwear and apparel from Nike, Adidas, Puma, and others in the Dutch market. While more footwear-focused, it overlaps with Aktie Sport/Sports Direct on the core sneaker/athletic footwear assortment and similar multi-brand positioning.
- JD Sports: JD Sports operates in the Netherlands selling athletic footwear, apparel, and accessories from major brands (Nike, Adidas, Puma, New Balance). It competes directly for the same youth- and sports-fashion-oriented consumer, particularly in football and running.
- Decathlon: Decathlon is the largest sporting goods retailer in Europe and a direct competitor in the Netherlands, offering a broad multi-sport assortment (running, football, fitness, outdoor) at value price points, with a strong private-label portfolio that Aktie Sport/Sports Direct does not match.
- Snipes: Snipes is a European streetwear and athletic footwear retailer with Dutch store locations, carrying Nike, adidas, and Puma. It competes for the same youth demographic and core athletic footwear/urban sportswear mix that Aktie Sport/Sports Direct targets.
Regional players
- Bever: Bever is a Dutch outdoor and sports specialist retailer with a strong running, hiking, and outdoor focus. It overlaps with Aktie Sport/Sports Direct on running and outdoor categories but is more specialized and primarily Dutch.
- Runners Need / Runners Point: Runners Point is a European specialty running retailer (formerly part of the same group as Foot Locker) with Dutch presence, competing in running shoes and apparel — a category where Aktie Sport/Sports Direct also has a dedicated running assortment (e.g., Asics Novablast).
Broad incumbents
- Zalando: Zalando is the largest online fashion and sportswear platform in the Netherlands, carrying Nike, Adidas, Puma, and Asics. It overlaps as a digital-first alternative to sportsworld.nl for sports apparel and footwear purchases, especially for Dutch consumers shopping online.
- adidas (Direct): adidas operates direct Dutch e-commerce and retail, selling the same adidas-branded football boots, running shoes, and apparel featured prominently on sportsworld.nl. Brand-direct competition reduces wholesale allocations and increases pressure on Aktie Sport/Sports Direct's assortment and pricing.
- Nike (Direct): Nike's Dutch direct-to-consumer e-commerce and flagship stores sell the same Nike-branded running, football, and training products that form a core part of Aktie Sport/Sports Direct's assortment, representing a growing brand-direct competitive threat.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Aktie Sport social profiles
Digital presenceAktie Sport financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aktie Sport leadership team
Management profileNumber of profiles
Aktie Sport funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aktie Sport M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aktie Sport
What does Aktie Sport do?
Aktie Sport (operating online as Sports Direct at sportsworld.nl) is a Dutch multi-brand sports retailer that sells athletic apparel, footwear, and equipment to consumers. Its assortment covers men's, women's, and kids' sportswear along with sport-specific lines including football, running, tennis, fitness and training, and outdoor, featuring brands such as Adidas, Nike, Puma, Asics, New Balance, and Under Armour across both an e-commerce storefront and physical stores.
Is Aktie Sport a public or private company?
Aktie Sport is a private company. It is classified as corporate owned and is currently operating.
When was Aktie Sport founded?
Aktie Sport was founded in -1. It employs 1 to 10 people.
How does Aktie Sport make money?
One revenue line is on record: retail Product Sales.
Who are Aktie Sport's main competitors?
Direct peers on record are Intersport, Foot Locker, JD Sports, Decathlon and Snipes. Regional players are Bever and Runners Need / Runners Point. Broad incumbents are Zalando, adidas (Direct) and Nike (Direct).
Does Aktie Sport have an API?
No public API is recorded for Aktie Sport.
What industry is Aktie Sport in?
Aktie Sport's product category is Sports Retail. Its primary akta.pro industry code is CRAMABAC, Athletic Footwear & Sport Apparel Retail. Its NAICS code is 45911 and its SIC code is 5600.