Rascasse Audience Intelligence

Sports Direct Target Market in United States

A data profile of the people who buy, follow and care about Sports Direct in United States — modelled from more than twelve digital signal sources. Sports Direct has an estimated audience of 354,482 people in United States.

#32among Sportswear in United States#4578among Brand in United States#1495in Fashion & Accessoires

The average Sports Direct fan in United States is 31.2 years old, balanced, and lives primarily in California.

The audience is concentrated in California, New York, Florida.

Top brand affinities include Life Style Sports, Dunnes Stores, JD Sports, with strongest over-indexing on Life Style Sports (388.51× the country average).

Demographically, the Sports Direct audience skews balanced with an average age of 31.2, and over-indexes on personality traits such as Mindfulness, Sustainability.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Sports Direct fan in United States is balanced, around 31.2 years old, with strong Mindfulness tendencies and a notable affinity for Life Style Sports.

Category: Fashion & Accessoires · Type: Brand · Subtype: Sportswear

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Sports Direct profile in United States.

Audience size
354K
in United States
Gender
51.3%♀
48.7% male
Age
31.2
average years
Country rank
#44324
Brand in United States
Fig. 01

Search interest · 12-month trend

+168%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Sports Direct

51.3% are female, 48.7% are male, average age 31.2.

Fig. 02

Gender split

51.3%
Female
48.7%
Male
Demographic split for Sports Direct audience in United States
MetricValue
Female51.3%
Male48.7%
Average age31.2
Estimated audience size354,482
Fig. 03

Age distribution

Ø 31.2
average years
Age distribution of the Sports Direct audience in United States
Age bracketShare%
16-1944%
20-2920%
30-3915%
40-4913%
50+9%
Fig. 04

Worldwide distribution

1.6%

of the worldwide Sports Direct audience comes from United States.

Worldwide audience distribution share by country for Sports Direct
CountryShare
United Kingdom52.4%
Ireland11.9%
Malaysia3.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Sports Direct audience in United States is strongest.

Fig. 05

Top regions by affinity

Sports Direct customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~5K4.82×
02New York~50K2.48×
03Kansas~5K2.07×
04Wyoming<1K1.81×
05New Jersey~10K1.39×
06Florida~30K1.37×
07California~50K1.30×
08Georgia~10K1.22×
09Virginia~10K1.21×
10Massachusetts~8K1.18×
11Washington~8K1.15×
12Connecticut~4K1.11×
13Illinois~10K1.09×
14Maryland~6K1.08×
15Tennessee~7K1.07×
16Nevada~3K1.04×
17Texas~30K1.01×
18Oregon~4K1.01×
19Colorado~5K1.00×
20Rhode Island~1K0.98×
21New Hampshire~1K0.96×
22Alaska<1K0.96×
23North Carolina~9K0.93×
24Maine~1K0.92×
25Delaware<1K0.89×
26Pennsylvania~10K0.87×
27Arizona~6K0.86×
28Mississippi~2K0.86×
29West Virginia~1K0.86×
30South Dakota<1K0.84×
31North Dakota<1K0.84×
32Alabama~4K0.83×
33Montana<1K0.83×
34South Carolina~4K0.82×
35Kentucky~3K0.81×
36Missouri~4K0.80×
37Louisiana~3K0.80×
38Nebraska~1K0.80×
39Ohio~8K0.79×
40New Mexico~1K0.79×
41Hawaii~1K0.79×
42Indiana~5K0.78×
43Arkansas~2K0.78×
44Idaho~1K0.78×
45Oklahoma~3K0.75×
46Iowa~2K0.75×
47Minnesota~3K0.73×
48Utah~2K0.73×
49Michigan~6K0.72×
50Wisconsin~3K0.68×
Fig. 06

Affinity by region

Affinity by region — Sports Direct, United States
0.68×1.00×4.82×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Sports Direct audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sports Direct audience
#·InterestCategoryAffinity×
01Life Style SportsShopping388.51×
02Dunnes StoresShopping217.02×
03Arnotts (Ireland)Shopping169.95×
04Owen FarrellSports160.72×
05Brown ThomasBusiness & Career118.74×
06Leinster RugbySports101.08×
07WalkmanTechnology & Electronics43.41×
08Jack WillsFashion & Accessoires42.60×
09University of Central MissouriBusiness & Career42.11×
10Cesc FàbregasSports40.46×
11TescoShopping35.42×
12JD SportsShopping27.61×
13Therapy?Music & Radio25.19×
14Luke KuechlySports17.82×
15The Big C (TV series)Movies & TV11.83×
16Ted BakerFashion & Accessoires10.51×
17Paul NewmanMovies & TV9.82×
18Lamine YamalSports5.10×
19Real Madrid C.F.Sports2.60×
20FIFA World CupSports2.20×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sports Direct audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Sports Direct audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE1.43×
SustainabilityBALANCE1.39×
Design AffinityPREMIUM1.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sports Direct audience · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.65×
CreativityOPEN0.69×
IndividualismJOY0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Sports Direct's target market in United States?

Sports Direct's target market in United States covers an estimated 354,482 people, concentrated in California and New York.

02

What is the gender split and age of Sports Direct customers?

51.3% of the Sports Direct audience are female, 48.7% are male, with an average age of 31.2 years.

03

Which brands do Sports Direct fans like most?

Sports Direct fans show strongest brand affinity for Life Style Sports (388.51×), Dunnes Stores (217.02×), and JD Sports (27.61×) over the country average.

04

Where do Sports Direct fans live in United States?

Sports Direct fans in United States are most concentrated in California (reach ~50K), New York (reach ~50K), and Florida (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Sports Direct fans also like?

Beyond Sports Direct itself, the audience over-indexes on Dunnes Stores (217.02×), JD Sports (27.61×), Therapy? (25.19×), and Tesco (35.42×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Sportswear audiences in United States

See Sports Direct audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Sports Direct. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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