The Lonsdale brand belongs to Sports Direct group and creates clothing and sports accessories for whole family. The clothes are a combination of sporty and informal style, suitable for everyday wear. It offers men, women and children a wide selection of sweatshirts, T-shirts, sports pants, sneakers and many other clothes and accessories.

As the brand name suggests, Lonsdale was established in London in 1960. The brand was founded by boxer Bernard Hart to create functional sport equipment for top boxers. In the beginning, the brand focused on the production of boxing accessories, but later started with the production of sportswear and footwear. The brand became popular thanks to by well-known boxers such as Muhammad Ali and Mike Tyson, whom she accompanied at matches. Among ordinary people, the brand was popularized by famous people like Paul McCartney, Gregory Peck and many others.