This research project aims to investigate the impact of behaviours that support equality and diversity on the overall performance of an organisation, specifically focusing on JD Sports Fashion plc. The objectives include evaluating the importance of these behaviours, investigating their impact on performance, and determining techniques for better management. The research will use a quantitative research approach and methods such as surveys and data analysis. The findings will provide insights for JD Sports and other organisations on the significance of equality and diversity in improving performance.