JD Sports marketing director handed job of reviving Allsports

JD Sports has handed marketing director Steve White the task of overseeing its Allsports stores, following its &£18m purchase of the beleaguered retail chain this week.

White has headed marketing for JD Sports shops for more than a year. He was previously marketing director of parent company John David Group’s fashion unit, and prior to that held the role of group creative director. White’s predecessor, Andrew Helme, quit in April 2004 to become a consultant on store openings for a variety of sportswear brands.

Allsports made its whole marketing department redundant last month amid the closure of 92 of its 264 outlets (MW October 6). Administrator BDO Stoy Hayward decided to axe 1,300 employees, including the marketers, who were based at the Stockport head office. John David Group, which owns JD Sports, bought 177 stores across the UK this week. They will continue to trade under the Allsports brand.

Allsports is the current shirt sponsor of Premiership football team Charlton Athletic, but the club has already admitted that it is seeking other sponsors to replace the brand, possibly before the current deal expires at the end of this season (MW October 20). It is not known whether JD’s acquisition of Allsports will affect Charlton’s search for a successor.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here