Not sure it'll do anything, but from hawking their tat via Twitter several times a day, sports direct haven't tweeted in two weeks since every tweet was being replied to by Newcastle fans with stuff showing Sports Direct and Ashley in a negative light.
So I'd say that is having some kind of effect.
It may all be ultimately futile but also doing nothing will acheive nothing either. Good luck to those taking part
Shows who buys stuff from Sports Direct