Sports Direct's Star Studded Line Up Set Up New Traditions This Christmas

Sports Direct, Europe’s biggest retailer of sports and fitness footwear, clothing and equipment, is launching its 2024 winter campaign, New Traditions Start Here, ahead of the festive season, featuring a star-studded line-up of famous faces from all areas of the sporting world.

Elite athletes that feature include the likes of football legend Frank Lampard, England and Chelsea footballer Lucy Bronze, boxing industry entrepreneur Eddie Hearn, England Rugby player Maro Itoje, and endurance athlete Russ ‘Hardest Geezer’ Cook.

The star-studded line-up, joined by everyday heroes from across the nation, come together to celebrate new sporting traditions that everyone can enjoy throughout the festive season. From family runs, to football and rugby matches, and even HYROX sessions in the garage, there's something for all to embrace.

The ad, infused with Sports Direct's signature fun and light-hearted style, follows a family that celebrates their community and unites through the spirit of sport, emphasising that their journey starts at Sports Direct.

According to the retailer’s data, almost two thirds (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. One in five (19%) will go on a run, while a further one in ten (12%) will play football with family and friends, over half the nation will engage in a hike or walk (56%), and 31% will do some form of functional fitness. 

The film begins outside a snowy UK home, where we catch a glimpse of a spirited nan shadowboxing with a snowman in the front garden. With a playful kick, she sends the snowman’s head flying into the sky. This sets the stage for a series of impressive sporting moments, including:

• Celebrity fitness coach and PUMA ambassador Faisal Abdalla enjoying a makeshift HYROX session in the garage alongside the son.
• Football legend and adidas ambassador Frank Lampard appearing on an opposing football team, while England player and Nike athlete Lucy Bronze steps in to assist the daughter score a winning goal.
• Irish sprinter and Nike athlete Rhasidat Adeleke joining the mum on her run club, before sprinting off at lightspeed.
• Boxing industry stars and Everlast ambassadors Eddie Hearn, Conor Benn, and Johnny Fisher enjoying a trim in a barber shop, while Skye Nicolson makes a breezy appearance.
• Ultra runner and endurance athlete Russ ‘Hardest Geezer’ Cook appearing as a giant, before revealing the family’s true garden adventure.
• England Rugby star and Under Armour ambassador Maro Itoje taking part in some pad work with the nan before being tackled.

The campaign showcases a selection of key Sports Direct products, ideal for those embarking on new sporting traditions. Featured items include the PUMA Deviate Nitro 3, adidas Predator Elite, Under Armour Infinite and Nike Pegasus 41 Gore-Tex trainers.

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."

The campaign launches on 14th November, across TV, in-store, digital and social.