Sports Direct brand hits rock bottom as profits plunge

Sports Direct saw its pre-tax profits fall 25% to £140.2m in the six months to 23 October, as both its business and brand take a bashing.
While chief executive Mike Ashley described the last six months as “tough for our people and performance,” and pointed to deteriorating exchange rates, Sports Direct’s chairman Keith Hellawell didn’t hold back in his assessment.
Hellawell claims an “extreme political, union and media campaign waged against this company&rdqu