Could this be the end to the weekly 'Closing Down, Everything Must Go' signs! If anyone will bring back the buzz to Sports Direct, who better than Skepta.

Skepta wastes no time getting into store spending the day at Sports Direct doing an album signing, ready for the launch of his 'No Fear' collaboration launching 20/07/2017


Was this collaboration long overdue? Skepta's budding relationship with Sports Direct is not a secret as he uploaded pictures of himself drinking from their mug.

Descriptions of the 'NO FEAR FOREVER' collection still remains under wraps, heightening the sense of exclusivity for those who manage to get their hands on the "very limited" capsule as it is often described.

‘NO FEAR FOREVER’ available online and in stores nationwide from 20th July.

But as we can imagine, the collaboration has taken many by surprise, resulting in a mixed bag of responses: