You've got to understand how huge this is, we've been raised on soccer for many, many generations. It's in our DNA.

Sad will be the day for any man when he becomes contented with the thoughts he is thinking and the deeds he is doing - where there is not forever beating at the doors of his soul some great desire to do something larger which he knows he was meant and made to do.

Sports Direct is on course to become the 'Selfridges of sport' by migrating to a new generation of stores.