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