Sport 24 retail

Brand History and Origin

Sport 24 is a prominent Danish sports retail chain founded in 2012 following a major merger within the Danish retail landscape. The brand was established through a partnership involving Sport Danmark, Sportek, and several former Intersport stores that opted to create a new, domestic identity. Based in Silkeborg, Denmark, it has grown to become one of the largest sports retailers in the country.

Manufacturing and Global Sourcing

As a retail platform, Sport 24 sells both third-party global brands (such as Nike, Adidas, and Hummel) and its own private labels. Products sold under their own brands are primarily manufactured through partnerships in Asian countries like China, Bangladesh, and Vietnam, adhering to global supply chain standards for apparel and footwear. Third-party products are sourced globally by their respective parent companies.

Ownership and Corporate Structure

The ultimate owner of Sport 24 is the investment company Sport Holdco A/S, which is primarily controlled by the Danish billionaire entrepreneur Henrik Bruun and the Solix Group. The company operates a vast network of physical locations including Sport 24 outlet stores and a comprehensive e-commerce platform serving the Nordic region.