With its giant branches of TK Maxx and Poundland, Thurrock’s tatty retail park is a big draw for the bargain-hunters of Essex. For Mike Ashley, it is ground zero in his battle to polish up the country’s grubbiest sports retailer.

Thurrock’s new-look Sports Direct store features some unusual flourishes. Greenery dangles over the edges of soft lighting fixtures. On the artificial grass of the football area, children recline in leather dugout-style seats while staff fetch their preferred boots. If they get bored, they can immerse themselves in the neon-lit gaming arena while their parents charge their phones. There’s not an oversized Sports Direct mug in sight.

However, Ashley’s true targets are not the shoppers of Essex, but Adidas and Nike, the giants of sporting goods,