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Sports Direct debuts Christmas ad campaign

Sportswear retailer Sports Direct has unveiled its 2021 Christmas campaign. Named ‘Go All Out’, the ad will launch on 4 November and aims to inspire people… View Article

CHRISTMAS ADS

Sports Direct debuts Christmas ad campaign

Sportswear retailer Sports Direct has unveiled its 2021 Christmas campaign.

Named ‘Go All Out’, the ad will launch on 4 November and aims to inspire people to get up off the sofa, go outside and play sport.

Spanning TV, OOH, social media and in-store, the £6 million campaign will debut with flagship TV spots during Gogglebox, Taskmaster and The Big Narstie Show. The ad features a stellar sporting line-up including England players Jack Grealish and Jordan Pickford, US Open winner Emma Raducanu, Olympic champion Jessica Ennis-Hill and grime artist Big Narstie.

Beckie Stanion, chief marketing officer at Sports Direct, said: “From your TV screens to your smartphones, Go All Out is a truly integrated campaign that shows up consistently, and natively, across multiple channels. We partnered with TikTok on a gamified effect that is interactive, authentic and rooted in our social community. The result is an engaging experience that taps into Sports Direct’s playful persona and the creativity and fun that exists on the platform.”

The creative underpinning the ad was developed by London based agency MOX while media planning and buying was handled by independent media agency The Specialist Works.

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