Sports Direct launches first ever Christmas advert

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Sports Direct launches first ever Christmas advert
"This is just the start of things to come for the new-look Sports Direct." - Frasers Group head of elevation Michael Murray
// Sports Direct launches first ever Christmas advert, Sports Starts Here
// It was directed by Henry Schofield and features Liverpool FC captain Jordan Henderson
// The ad follows a female protagonist being asked what she wants for Christmas before exploring the realms of sport

Sports Direct has unveiled its first ever Christmas advert, which showcases the Mike Ashley-owned retailer’s new positioning for 2021 and beyond.

The new advert, titled Sport Starts Here, was directed by Henry Schofield, a VMA winner best known for directing Stormzy’s Vossi Bop music video, is a celebration of sport and fitness via a range of sports being choreographed in a magical mashup.

The film follows a female protagonist being asked “what do you want for Christmas?” by her mum, before exploring the realms of sport in every sense of the word.


Liverpool FC captain Jordan Henderson makes a cameo, where he’s seen being tackled by a female football player, alongside over 100 everyday athletes featured throughout the advert.

Ahead of Euro 2021, the new Nike England shirt Henderson wears in the advert is also available to purchase via the Sports Direct website for £69.99, with free England lettering being offered on each purchase.

Sports Direct said it was also offering the Premier League “No Room for Racism” badge for free when customers purchase an official Premier League badge, so fans can pledge their alliance to stamp out racism in football.

“The evolution of our brand is the final piece of our elevation strategy,” said Michael Murray, head of elevation at Sports Direct parent company Frasers Group.

“This is just the start of things to come for the new-look Sports Direct.”

Sports Direct chief marketing officer Beckie Stanion said: “Let’s face it, 2020 has been tough for most. We wanted to use our Christmas campaign to reignite people’s positivity, passion and confidence through the powers of sport and fitness.

“Regardless of where you’re from or how skilled you are, we want to champion the legend in everyone.

“The Christmas advert truly marks the start of something new for Sports Direct, which is why we bought together some of the UK’s most creative talent and used real sport and fitness stars.

“We’re excited to introduce the nation to our reinvigorated outlook, we really believe that during these challenging times, sport is the great equaliser.”

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