Our 6 ‘Best Buys Now’ Shares Click here to claim your copy now — and we’ll tell you the name of this Top US Share… free of charge! Simply click below to discover how you can take advantage of this. What’s in a name? If you’re in the business of building brands, an awful lot. Sports retailer Sports Direct International’s name reflected a strong brand for its flagship chain, everybody knows its blue and red shop signs. They’re not classy, but they are clear.Spend, spend, spendEverybody knows director Mike Ashley too, perhaps the best-known FTSE 250 boss. His personal brand isn’t so strong, especially if you live in the Newcastle area. That didn’t worry investors while the Sports Direct share price was racing away, but it fell from grace as many questioned his strategy of mopping up distressed retailers, seemingly at random.5G is here – and shares of this ‘sleeping giant’ could be a great way for you to potentially profit!According to one leading industry firm, the 5G boom could create a global industry worth US$12.3 TRILLION out of thin air…And if you click here we’ll show you something that could be key to unlocking 5G’s full potential…His spending spree has included Bob’s Stores and Eastern Mountain Sports in the US, alongside UK purchases Evans Cycles, Sofa.com, Game Digital, fashion firm Jack Wills, and his best-known acquisition, House of Fraser, which completed in August 2018 at a cost of £90m.Ashley missed out on Debenhams and online retail and education group Findel (now known as Studio Retail), while other targets have included Patisserie Valerie, LK Bennett and Hamleys.Second thoughtsInvestors cannot quite decide whether he is the ‘saviour of the high street’ seizing a “generational opportunity”, as he has called it, or is deluded by dreams of omnipotence. While others flee the high street meltdown for online safe havens, Ashley has been heading into the conflagration.In this respect, he is following one part Warren Buffett’s famous mantra, by being “greedy while others are fearful”, but greed isn’t always good. Online shopping, squeezed wallets and an uncertain economy make this a brave call.Even Ashley has had second thoughts, admitting at one point that he regretted his purchase of House of Fraser, which was losing almost £3m a week.What’s in a name?Despite that, Ashley has doubled down on his acquisition, by relabelling Sports Direct as Frasers Group (LSE: FRAS), in a bid to shift his retail empire way upmarket. So is there substance behind it?Last year, analysts were sceptical, with 50% recommending investors sell, according to research from AJ Bell. Only Pearson and Marks & Spencer were more reviled. But while Pearson fell 5% and M&S 31%, they got it wrong with Frasers Group, as the share price soared a stonking 92.5% across 2019, turning a £10,000 investment into £19,250. Unsurprisingly, this has prompted many to take a second look.Posh boyIn a further shift upmarket, Frasers Group recently bought a 12.5% stake in the luxury British handbag maker Mulberry, as part of its “key strategic priority” to reposition the group towards “premium third-party brands”. Other Frasers Group brands include Donnay, Flannels, Karrimor, Kangol, Lillywhites, Lonsdale, Slazenger and a 26% stake in French Connection.With its recent Belgian tax issues apparently cleared up, the £2.4bn group’s outlook seems brighter. My worry is that Ashley is building his empire on unstable ground, as the high street remains under massive pressure and I cannot see where the recovery will come from. Going upmarket may help, but is it too little, too late?Don’t buy expecting a repeat of the recent share price surge, I’d rather watch and wait. Whatever happens next, it won’t be boring. Mike Ashley never is. “This Stock Could Be Like Buying Amazon in 1997” I’m sure you’ll agree that’s quite the statement from Motley Fool Co-Founder Tom Gardner.But since our US analyst team first recommended shares in this unique tech stock back in 2016, the value has soared.What’s more, we firmly believe there’s still plenty of upside in its future. In fact, even throughout the current coronavirus crisis, its performance has been beating Wall St expectations.And right now, we’re giving you a chance to discover exactly what has got our analysts all fired up about this niche industry phenomenon, in our FREE special report, A Top US Share From The Motley Fool. See all posts by Harvey Jones Harvey Jones | Tuesday, 11th February, 2020 | More on: FRAS Harvey Jones has no position in any of the shares mentioned. The Motley Fool UK has no position in any of the shares mentioned. Views expressed on the companies mentioned in this article are those of the writer and therefore may differ from the official recommendations we make in our subscription services such as Share Advisor, Hidden Winners and Pro. Here at The Motley Fool we believe that considering a diverse range of insights makes us better investors. Enter Your Email Address Image source: Getty Images I would like to receive emails from you about product information and offers from The Fool and its business partners. Each of these emails will provide a link to unsubscribe from future emails. More information about how The Fool collects, stores, and handles personal data is available in its Privacy Statement. Renowned stock-picker Mark Rogers and his analyst team at The Motley Fool UK have named 6 shares that they believe UK investors should consider buying NOW.So if you’re looking for more stock ideas to try and best position your portfolio today, then it might be a good day for you. Because we’re offering a full 33% off your first year of membership to our flagship share-tipping service, backed by our ‘no quibbles’ 30-day subscription fee refund guarantee. This is what £10k invested in Mike Ashley’s Frasers Group is worth after a year. Can it keep flying?