Sports Direct misjudges what’s essential to the nation

Mike Ashley's top team at Sports Direct must have missed the memo. As prime minister Boris Johnson closed all but essential provisioners on Monday night, the purveyor of swimsuits and squash rackets emailed staff to tell them Sports Direct and Evans Cycles shops would stay open. Lombard struggles to see why Sports Direct's piled-up stores of hoodies and sneakers could ever be essential to a populace in lockdown, except perhaps as apparel for black marketeers in such luxury items as sanitiser and sardines. Sports Direct has once again misjudged the national mood. Michael James Wallace Ashley, blokeish billionaire, besmircher of fireplaces, and founder of Sports Direct, has a knack for uniting the nation against him.

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