Adidas-clad Frank Lampard stars in Sports Direct’s Christmas campaign
Frasers Group’s Sports Direct taps a star-studded line-up of famous faces such as football legend Frank Lampard and Rugby player Maro Itoje for its sportswear-packed 2024 winter campaign, ‘New Traditions Start Here’.
Launching today, the film begins outside a snowy UK home, where a spirited nan shadowboxes with a snowman in her front garden. With a kick, she sends the snowman’s head flying into the sky, setting the stage for a series of sporting moments. These include family runs to footy with friends that promise to bring loved ones together during the festive season.
Featured athletes include football legend Frank Lampard, England & Chelsea footballer Lucy Bronze, boxing industry entrepreneur Eddie Hearn, England Rugby player Maro Itoje, and endurance athlete Russ ‘Hardest Geezer’ Cook.
The light-hearted campaign follows a family that unites through the spirit of sport, with thanks to Sports Direct.
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According to the retailer’s data, 64% of UK adults will engage in sporting traditions over the festive period, with almost half of those people 29% planning to do so for the first time.
The campaign showcases a curation of Sports Direct products such as the Puma Deviate Nitro 3, Adidas Predator Elite, Under Armour Infinite and Nike Pegasus 41 Gore-Tex trainers – all of which could seamlessly spotlight as gifts under one’s Christmas tree this holiday season.
David Clark, Chief Customer Officer at Frasers Group, said: “At Sports Direct, sport is at the centre of everything we do, and we believe in its unique power to inspire. This winter season, we’re challenging sports enthusiasts to level up their usual festivities, embrace new traditions, and elevate their holidays with sport – whether it’s a Boxing Day football match or a winter walk.
“Our ‘New Traditions’ holiday campaign spotlights the world’s best sporting brands, including Nike, Adidas, PUMA, Under Armour and Everlast, showcasing Sports Direct as the ultimate sports destination offering quality, choice and the best kit money can buy.”
