Sports Direct is one of the go-to places for cheap deals on a new pair of football boots, a bag for the gym and now, it seems, Zipp wheels.
The low-cost sports retailer is currently selling a selection of three older range Zipp clincher wheels on its website at a discounted rate.
Available to purchase is a Zipp 404 Firecrest front wheel, reduced from £849,99 to £599.99, a Zipp 404 Firecrest rear wheel, discounted from £924.99 to £649.99, and finally a Zipp 303 Firecrest front wheel at £599.99 down from £849.99.
The deals have since been removed from the Sports Direct website although a set of Shimano Dura-Ace C50 9000 clincher wheels can be purchased for £999.99 down from £1,499.99.
This selection of high-end Zipp carbon wheels is far removed from Sports Direct's previous dabbles in the cycling market. It retails its own brand, Muddyfox, in stores while also selling a small selection from brands such as Pearl Izumi and Shimano.
However, this could be the start of a new venture for the budget store that has made its trademark selling stock at low prices across a range of sports and also a mark of intent considering its recent interest in the sale of Evans Cycles.
Sports Direct is owned by controversial businessman Mike Ashley, who also owns House of Fraiser and Newcastle Football Club. Ashley was rumoured to be interested in the purchase of Evans Cycles, which recently found itself close to administration.
He joined the likes of JD Sports and Halfords as prospective buyers of the high street cycling store.
The appearance of a high-end brand such as Zipp being sold through a retailer such as Sports Direct has echoes of another recent announcement – that high-end cycling brand Rapha will now be available to purchase via online store Wiggle. It could be a sign of the direction the market is heading.
Either way, if you're looking for a new set of summer wheels, Sports Direct could be the new place to look.