Sports Direct — Attraction in London

On 18th September 2025, I visited Mile End, Stepney Green store, to return a faulty football I had purchased. The return process went smoothly, and I even purchased a pair of football socks for my son during the same visit. However, as I was leaving, the cashier – a lady with an accent (possibly Italian or Spanish) – described me over the store radio.

I questioned the security guard a stocky asian man about this and was told it was "company policy." He further explained that if a customer carries a Sports Direct bag, no description is given, but if not, a description is sent. This excuse does not explain why several customers before me were not described over the radio. When I raised this inconsistency, I was dismissed. He then continued to tell me that I'm the first to complain.

This was a humiliating and distressing experience, and I strongly believe I was racially profiled. To make matters worse, I am aware of a similar incident where my friend’s son, a young Black boy, was prevented from entering another Sports Direct store on the grounds of his clothing – clothing that was, in fact, sold by your company.

Such treatment is completely unacceptable, discriminatory, and in direct violation of the Equality Act 2010, which protects customers from being treated unfairly because of race or ethnicity.

I have been a loyal Sports Direct customer for many years, but this experience has left me feeling humiliated, excluded, and unwelcome in your stores. You will have permanently...

Although the products at SportDirect are good and cheap, the shops in London are rubbish. I had an unpleasant experience with SD in Aldgate where the staff was rude, abrasive, hostile and aggresive (and cannot calculate properly) and not much better experience with Mile End. Not only there is not much choice in the shop (so your only choice is online shopping where you have to pay for delivery cost) but also the staff is absolutely unmotivated and unhelpful. I bought a tennis racket and noone told me I can get a cover with it. I found it out being in SD Aldgate where the guys (of course being rude) told me to go back to Mile End, although I asked if I can just exchange the racket at their shop. So I had to walk 25mins back in the heat because your staff is absolutely disintersted and unhelpful and cannot advise on anything properly. Somehow the staff in SD Birmingham bullring was quicker, nicer and more motivated. London is...

Absolutely poor and awful customer service. Employees are looking scrubby at work with a stinking attitude looking annoyed when asking for help. It’s as if coming here you mustn’t dare ask for help! or they will start making customers uncomfortable whispering on their headpieces! All previous reviews are the same for this store. Someone please sort the management out of this store. Making it so unpleasant for locals to shop here! Young teenage boys who have no etiquettes, no manners - need more training. Waiting around for a shoe size for them to then run off and chase for help again!! Don’t go here, better off purchasing online or go to a store where you are respected, where there is good management and enough employees who are...