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Privacy Policy

Direct Sports values your privacy & security

Privacy & Security

This document explains our policy regarding any personal information you might supply to us when you visit this site. Our goal is to protect your information in accordance with the high standards required by data protection legislation including the General Data Protection Regulation and the Privacy and Electronic Communications Regulations. Keeping in line with your right to privacy, and your right to understand and control how your personal data is used, we do not and will not sell your data to a third party and will always keep it safe and secure.

What Kind Of Personal Information Do We Collect?

Information You Provide To Us Yourself

We collect information that you voluntarily provide to us including:



Telephone Number

Email Address

Payment Methods

Your shopping preferences and order history

Details of your communication with our Customer Service Representatives., e.g. if you contact us with regards to your order, either by telephone or email, as well as any feedback you provide to us, or share via a third party.

Your marketing preferences

Your product and service reviews

Your identifier on social channels when you contact us via such platforms


Information We Collect Automatically

We automatically collect information as and when you use our website, including:

Operating system and version

IP address

Your web browser, version and device

We may also collect information about you using cookies. For more information on our Cookies Policy, please see below.

The Legal Bases For Using Your Personal Information


As an example, when you opt to receive our newsletter by email or where we process your personal information on the basis of your consent we will collect your data. You can withdraw that consent at any time, please see our Contact Us page on how to do so.


We will use your data to fulfil your order and our contractual obligations to you. For example, we will collect your name and address details and forward them on to Royal Mail and our Couriers to enable them to deliver your order to you.

Legal Obligation

We may need to collect, process and in some specific situations, share your data to enable us to comply with our legal obligations and regulatory requirements e.g. in relation to HMRC regulatory requirements or, when necessary, sharing information with Crime Prevention Agencies to prevent fraud.

Legitimate Interests

Where applicable, we may use your personal information to pursue any legitimate interests that might reasonably be expected as part of running our business. For example, we may use your contact details to send you direct marketing about similar products and offers which may interest you or use your purchase history to send you personalised and relevant offers.

We will always ensure our legitimate interests are in keeping with your rights, freedom and interests as an individual.  We will only exercise any such legitimate interests when this does not materially impact on your rights, freedoms and interests. Where we process your data based on our legitimate interests, you have the right to object at any time.

You can unsubscribe from these communications at any time by contacting us at enquiries@directsports-eshop.com.

When Do We Collect Your Data?

When you create an online account

When you access our website

When you place an order with us on the website

When you contact us via telephone, email, post or on social channels

When you actively opt to receive our newsletter

When you actively sign up to a social promotion

How And Why We Use Your Personal Data

To Deliver Our Service

We will use your name, address and contact details and share these with our couriers to process and deliver your order.

We will use your email address to send you emails such as your order confirmation and delivery updates.

We will record your order history to assist in the event you need help with an ongoing or new order, including delivery and contact details, product and size details, and dates.

We will store details of any interactions you have with us via telephone, email, post and social media platforms to enable us to deliver the best possible service and to assist you with any purchases, queries or complaints.

For Direct Marketing

On occasion we will send our existing customers details of similar products and offers by email on the basis of our legitimate interest and in accordance with the requirements of Privacy and Electronic Communications Regulations. You are entitled to opt out of receiving marketing messages from us when you provide us with your personal information and at any time thereafter. To unsubscribe, please contact us by email at enquiries@directsports-eshop.com . When you actively Register and consent to receive our newsletter via our Register page on the website, we will use your personal information to send you our latest new product releases, news and offers by email. You can withdraw your consent and opt out of receiving our newsletter at any time by emailing us at enquiries@directsports-eshop.com.

Collection of Personal Information

When you engage in certain activities on this site, such as registering or ordering products, Direct Sports may require that you provide us with personal information, such as your name, mailing address, e-mail address, and other personal identifying information. When ordering products on the site, you may be asked to provide a credit card number.

Direct Sports collects this information in order to record and support your participation in the activities you select. If you order a product, for example, the information is used to mail to you the items ordered and to provide you with any benefits that may be made available to registered users. If you enter a contest, information is collected to qualify the entry and contact you regarding the contest or prize awards. Direct Sports also uses information that you provide as part of our effort to keep you informed about special offers, and other Direct Sports products and services.

Direct Sports recognises and appreciates the importance of responsible use of this information. If you do not want the information you provide to Direct Sports to be used to inform you of other products and special offers from Yonex at Direct Sports, and you indicate this preference when you provide the information to us, we will honour your preference.

Your personal information is password-protected to prevent unauthorised access to it. We recommend that you do not divulge your password to anyone.


Use of Cookies on our site

When you visit Direct Sports, you can surf the site anonymously and access important information without revealing your identity. However, in order to provide a better service, we may use "cookies" to track your visit.
A cookie is a text-only string of information that a website transfers to the cookie file of the browser on your computer's hard disk so that the website can remember who you are.
A cookie will typically contain the name of the domain from which the cookie has come, the "lifetime" of the cookie, and a value, usually a randomly generated unique number.
Two types of cookies are used on this website:
Session Cookies - which are temporary cookies that remain in the cookie file of your browser until you leave the site.
Persistent cookies - which remain in the cookie file of your browser for much longer (though how long will depend on the lifetime of the specific cookie).
Cookies can help a website to arrange content to match your preferred interests more quickly. Most major websites use cookies. Cookies cannot be used by themselves to identify you.
Find out more about cookies: "What is a cookie?"

How we use Cookies on our Site and what Information we collect.

Session Cookies

To allow you to carry information across pages of our site and avoid having to re-enter information.
Within registration to allow you to access stored information.
To apply discounts dependant on your point of entry into the site.

Persistent Cookies

To allow you to maintain a shopping basket.
To help us recognise you as a unique visitor (not just a number) when you return to our website and to allow us to tailor content to match your preferences. This also prevents you from having to 'Log In' every visit.
The cookie cannot be read by a Web site other than the one that sent the cookie.

Disabling/Enabling Cookies

You have the ability to accept or decline cookies by modifying the settings in your browser. However, you will not be able to use all the interactive features of our site if cookies are disabled.

Reviews and Feedback

We may use your email address to contact you after you have received your order to request your feedback on your product and overall service from us. Should you choose to leave a review, this will be displayed on our website. You can request this is removed at any point by contacting us by email at enquiries@directsports-eshop.com . Please be advised you DO NOT HAVE to leave a review.

We may also contact you with regards to leaving a review via a third party website, Trustpilot. Should you choose to do so, your profile information and review will be displayed on their website. You can remove your review at a later date by logging in to your Trustpilot profile and choosing to delete the review.


We use profiling to enable us to get to know our customers better and to personalise our services to help us to only send messages which are of interest and relevance to you. We do this in relation to our legitimate interest to understand our business and to tailor our offers and services accordingly, and so that we don’t waste your time with offers and products that aren’t of interest or relevance to you. We may make use of additional information about you that is available from external third party sources to help us do this effectively. You have the right to object to profiling for direct marketing purposes at any time and can do so by emailing us at enquiries@directsports-eshop.com .  

Sharing Your Data With Third Parties


We do not share your data with third parties, only those that are required to fulfil your order such as Royal Mail and our Couriers to allow them to deliver your order and, to our payment providers who will process your payment and screen the transaction for fraud, to our email provider to send emails to you or with other professional contractors and service providers where it is deemed necessary, to help us to run our business.

We pride ourselves on our close relationships with our suppliers and service providers to ensure your data is protected and secured in accordance with the high standards required by data protection legislation and the guiding principles of this privacy statement. Our service providers:

May only process your data strictly for the exact purpose specified by us.

Will only receive the minimum personal information required to perform that function.

Must secure your data in accordance with data protection legislative requirements.

Must delete or make anonymous all data in the event we should stop using their service, subject to regulatory requirements.

Are subject to the same high standards outlined in this privacy statement.

How does Direct Sports Protect Visitor Information?

Direct Sports has a committed Security Policy. Direct Sports implements a number of sophisticated security measures to ensure the safety of any personal information provided. The information is contained on a secure server, which is accessible only by a limited number of employees who have authorised access rights to such information. All sensitive and credit card information supplied by any visitor to us is transmitted via Sage Pay. SSL is commonly-used for managing the security of message transmission on the Internet through public-and-private key encryption and a digital certificate that establishes your credentials when doing Internet business or other on-line transactions. When you are asked to enter any personal details or credit card information the web site will be secure. This is easily identifiable by an icon in the bottom of the browser window resembling an unbroken key or a closed lock. SSL ensures that the information being sent is secure. Your card number will be encrypted and replaced by a unique transaction reference number. Direct Sports uses online bank secure servers and does not hold any customer card details on any Direct Sports server at any time.

How Long Do We Keep Your Data

We store your personal data for the length of time that you hold an account with us or for as long as is necessary to provide our services, resolve disputes, comply with regulatory requirements and is otherwise necessary to allow us to conduct our business.   We store your data for 6 years plus current for accounting and product warranty purposes, from the point of your last purchase with us.

Your Rights Relating To Your Data

It is important to us that you understand and can control how we use your personal information. You have and may exercise the following rights with regards to how we use your data, including:

The right to know how we use your data, as has been outlined in this privacy statement.

The right to access your data. You have the right to request a copy of the data we hold about you. You can do so by emailing us at enquiries@directsports-eshop.com. We will respond to any such request within 28 days.

The right for the data that we record about you to be up to date and accurate – and the right to amend any information we hold about you that is incorrect. You can update your personal details via your online account with us or by contacting our customer service team at enquiries@directsports-eshop.com. In some circumstances you can ask us to remove, block or restrict the personal information we hold about you or to object to ways in which we are using your personal information. In addition to this, where we are using your personal information on the basis of your consent, you may withdraw that consent at any time. Where we use your personal information based on our legitimate interest, you have the right to object at any time. For help and more information, please contact enquiries@directsports-eshop.com .

The right to make a complaint with your Data Protection Regulator. Within the UK, this is the Information Commissioner’s Office which can be found at https://www.ico.org.uk/concerns

Changes To Our Privacy Statement

Please note we may update or amend this statement from time to time to ensure we are compliant with new data protection legislation and where necessary to reflect any changes in our policy or customer feedback. Where there are important changes to this policy we will notify you via a specific policy update notice on our website. We recommend that you review this statement regularly to remain up to date on how we are using your data.

Contact Us

Direct Sports is the Data Controller when you visit our website and use our service. Please contact us at enquiries@directsports-eshop.com if you:

Have any questions or would like to express any concerns about how we use your data.

Would like to exercise your rights as outlined in this statement.

Would like to make a complaint or give us any feedback regarding our privacy policy.