back to top

Sports Direct's Owner Has Bought Agent Provocateur And People Are Imagining WTF That Might Look Like

"Finally, sexy tracksuit bottoms & lacy hoodies!"

Originally posted on
Updated on
Sports Direct / Via Sports Direct, Agent Provocateur / Via Agent Provocateur

People are imagining what a Sports Direct/Agent Provocateur mashup could look like, following reports that Sports Direct owner Mike Ashley has bought the lingerie chain.

While Agent Provocateur specialises in lingerie at premium prices, including a beige £495 “harness” and a £395 pair of suspenders, Sports Direct is best known for tracksuit bottoms, football socks, and giant mugs.

No details have been confirmed about what the deal will look like, including whether there would be any crossover between the two brands, but people are speculating about the prospect of them coming together anyway.

Sports Direct buying Agent Provocateur? Finally, sexy tracksuit bottoms & lacy hoodies!

Sports Direct looking to buy Agent Provocateur ??? Can't wait to see the NoFear corsets and the Sondico stockings

Sports Direct to buy Agent Provocateur - this is fun - now if I buy a £200 lingerie set I could get a bonus gift>>a Sports Direct mug! Yay!

Mugs were a recurring theme.

Agent Provocateur is being bought by Sports Direct... You used to be greeted at the door with champagne, now it'll be a giant mug of cava.

The only reason Sports Direct are considering buying Agent Provocateur is because they're obsessed with cup size

Sports Direct to buy Agent Provocateur, a brand that I've always wanted on a giant mug.

Does this mean I can get a super-sized Agent Provocateur mug? #SportsDirect

As were questions about how this could affect Newcastle United, which is owned by Sports Direct founder Mike Ashley.

@PaulHawksbee I dread to think what Newcastles kit might look like if that deal between sports direct & agent provocateur goes thru!

Sports Direct set to buy Agent Provocateur? If I were a Newcastle United player I'd be bloody worried about next year's kit...

BuzzFeed News has reached out to Sports Direct and Agent Provocateur for comment on reports of a potential deal, but neither had responded for comment at the time of writing.

Contact Sara Spary at

Got a confidential tip? Submit it here.