Sports Direct launches first Christmas advertising campaign
Sports Direct has unveiled its first ever Christmas advertising campaign as it looks to showcase its new positioning and rebrand for 2021 and beyond.
Called ‘Sport Starts Here’, the advert has been described by the retailer as a high-energy, musical celebration of sport and fitness and features Liverpool FC captain Jordan Henderson who makes a cameo appearance.
Created by MOX London, the advert is expected to be seen by more than 40 million people across the UK over the next month. With above-the-line media planning and buying handled by The Specialist Works, the campaign will feature in flagship spots in the UEFA Nations League, I’m A Celebrity – Get Me Out Of Here! and Gogglebox in a series of 60, 30 and 10-second adverts.
Sports Direct has invested £5 million in the campaign.
Beckie Stanion, chief marketing officer at Sports Direct, said: “This is a hugely exciting time for the brand as it marks the first time consumers will be seeing our fresh new outlook via the TVC and on social. We wanted to create something that truly captures our new strategy and purpose; championing the legend in everyone, no matter how skilled you are. This campaign does exactly that, which is why we wanted to bring on the UK’s most creative minds and source real sport and fitness talent to bring our new narrative to life.”
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