Sports Direct launches a festive campaign, ‘new traditions start here’, featuring sports legends.
- The advertisement stars Frank Lampard, Lucy Bronze, Eddie Hearn, Maro Itoje, and endurance athlete Russ Cook.
- The film begins with a playful scene involving a grandmother and a snowman outside a snowy home.
- It highlights sports activities from Hyrox sessions to run clubs, showcasing major sports brands.
- David Clark encourages sports enthusiasts to embrace new traditions during the festive season.
Sports Direct has unveiled its 2024 Christmas advert, titled ‘new traditions start here‘. The campaign features an impressive line-up of sports personalities, including football legend Frank Lampard, England and Chelsea’s Lucy Bronze, boxing promoter Eddie Hearn, England rugby player Maro Itoje, and endurance athlete Russ ‘Hardest Geezer’ Cook. This star-studded cast brings a sense of excitement and engagement to the festive season.
The advert opens on a whimsical note, depicting a grandmother outside a snowy UK household. She engages in shadowboxing with a snowman in the garden, ultimately landing a playful kick that sends the snowman’s head soaring. This amusing scene sets the tone for a series of dynamic sporting moments, ranging from Hyrox sessions to run clubs, emphasising the spirit of sports and activity.
Central to the campaign is the showcase of key Sports Direct products from renowned brands such as Puma, Adidas, Under Armour, and Nike. These brands are seamlessly integrated into the narrative, highlighting the retailer’s diverse and quality offerings.
David Clark, the chief customer officer at Frasers Group, articulates the campaign’s objective succinctly. He states, ‘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.’ His remarks position Sports Direct as a premier destination for sports apparel and equipment, underscoring its commitment to quality and variety.
Sports Direct’s campaign aims to inspire sports enthusiasts to incorporate sporting activities into their festive traditions.
