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Published
Jul 31, 2018
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Sports Direct is UK's most "improved" brand

Published
Jul 31, 2018

Sports Direct has hailed its progress after a YouGov survey listed the sportswear retailer as the global brand with the biggest improvement in terms of public perception.


Sports Direct


The UK sportswear retailer was involved in several workers’ rights scandals last year, with warehouse workers complaining of unfair working conditions and low pay.

The wave of accusations has decreased over the past months, helping the company improve its score in the YouGov BrandIndex. Based on the views of over 1.46 million consumers, Sports Direct’s score has improved by +6.2 points during the past year, moving from -12.4 to -6.2 and reaching mid-2016 levels.

"This is the third independent index to recognise our progress, giving further evidence that our multi-channel elevation strategy is gaining momentum,” commented Murray, head of elevation at Sports Direct, as he reinforced the group’s ambition to become “the ultimate sports and lifestyle retail destination.”

Sports Direct was listed ahead of Netflix, TUI and Southern Trains, all companies which have been hit by bad press in the last year.

Notably, value fashion brand Primark has made the leap from having negative brand health to positive, with its score improving from -0.9 to +2.7 in the index.

The YouGov BrandIndex reveals how brands are perceived by the general public. John Lewis and Marks & Spencer topped the list of the companies with the strongest brand health.

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