Sports Direct has launched its 2024 summer campaign, dubbed ‘Football Fever Starts Here’, featuring some of Europe’s biggest football stars, including Conor Gallagher, Jordan Pickford, Rúben Dias and Ian Wright.
The retailer’s advert shows footballers uniting to tell the story of what happens when football fever arrives in a local town.
The campaign captures the tournament’s ability to bring together a nation to get behind their team and forget their differences, while highlighting that the fans’ journey begins at Sports Direct.
Celebrating everyday locations where a love of the sport is born, the ad kicks off in a cul-de-sac in Manchester, where Jordan Pickford and Ruben Dias are seen enjoying a BBQ in the sun.
Ian Wright is then seen driving a Sports Direct ice cream van, before Conor Gallagher leads an army of footballers against a goalkeeper.
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The advert features a series of the brand’s products, including the Adidas F50, adidas Fussballliebe football, England Nike Jersey, Nike Mad Brilliance Mercurial and Puma Future 7.
The sports retailer which recently revealed it will launch a member programme and new app next month, is rolling out its campaign across TV, out-of-home, digital, in-store, and social media.
Frasers Group managing director of sports Ger Wright said: “Amidst a massive summer of sport with both the Euros and Olympics, our ‘Football Fever Starts Here’ campaign captures the passion and energy of the tournament’s true heroes: the fans.
“By placing our football stars directly into the unfolding excitement, we highlight the vital role fans play in the Euros journey.”
“This campaign breathes life into the spirit of the Euros, establishing Sports Direct as the ultimate hub for football enthusiasts, offering the best products for fans to support their teams.”
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