Nike said last week that it wanted to offload Umbro and Cole Haan, a leather goods company, to increase its focus on its core brand and on faster-growing labels such as Converse.
Umbro, founded in 1924, provides the kits for Rangers and Manchester City.
Sports Direct owned a 30 per cent stake in Umbro before its takeover.
The company, which owns brands Lonsdale and Slazenger, has set a new “stretched” target for Ashley, who as executive deputy chairman receives no pay but will pick up eight million shares if the company’s earnings rise by 70 per cent to £340m in 2015.