As reported by Britain's Jewish News, the guard pointed at both boys, who were wearing Jewish school uniforms at the time, and told them they were unable to shop there.
The guard has since been fired from his post.
"Our area manager was notified immediately of this incident and took swift action," said a spokesman for the retail chain. "He personally removed the guard and liaised with the security company which employed the individual. We were subsequently advised that he has been let go by that company."
A father of one of the boys, attorney David Rosen, shared his son's experience on Facebook, saying that "other children from the same school, whose uniform was covered by a coat, were let in without question."
The boys both attend Yavneh College high school in London.
"I have been on the receiving end of anti-Semitism but I was angry and disgusted that my 11-year-old and his friends had to experience this in their first week of school," added the mother of the second boy, Judith Levitan.
According to the Jewish Chronicle, "The guard was deeply offensive and disrespectful to the school children," said a Sports Direct spokesman. "We take pride in the lack of prejudice amongst our trained staff and will not tolerate discrimination of any kind."
Independent Director of the leading UK retailer, Simon Bentley has since apologized to the boys' parents, saying "I apologize for the distress and trouble that your son, you and the others involved suffered."
The incident is the latest in a growing number of anti-Semitic incidents that have plagued both the United Kingdom and Europe in the wake of Israel's recent conflict with Hamas.
Reprinted with permission from Shalom Life .