Sports Direct unveils its 2024 Christmas ad campaign, marking the start of new festive traditions.
- Football legend Frank Lampard and England footballer Lucy Bronze star in the ad, drawing significant attention.
- The ad features a variety of sports personalities, including Eddie Hearn, Maro Itoje, and Russ ‘Hardest Geezer’ Cook.
- A playful scene with a grandmother shadowboxing sets the tone for a series of sporting moments.
- David Clark of Frasers Group highlights the ad’s emphasis on embracing sports during the holiday season.
The much-anticipated 2024 Christmas advert from Sports Direct introduces a new campaign titled “new traditions start here.” This campaign is designed to encourage individuals to integrate sport into their holiday festivities, thereby establishing fresh and exciting traditions. With a star-studded cast, the advert not only entertains but also promotes a healthy, active lifestyle during the Christmas season.
Catching the public’s eye, the advertisement features esteemed figures from the world of sports, including renowned football stars Frank Lampard and Lucy Bronze. Their presence in the advert brings authenticity and a touch of glamour, ensuring its appeal to a broad audience. The inclusion of personalities like boxing promoter Eddie Hearn, rugby player Maro Itoje, and endurance athlete Russ “Hardest Geezer” Cook adds a diverse range of athletic pursuits, showcasing the widespread appeal of the campaign.
The narrative of the advert begins outside a charming snow-covered UK home, where a comical interaction unfolds between a grandmother and a snowman. In a light-hearted moment, the grandmother is seen shadowboxing with the snowman, eventually delivering a playful kick that sends the snowman’s head soaring through the air. This scene echoes the ad’s central theme of engaging in sports in fun and unexpected ways.
Throughout the advert, the campaign strategically showcases a range of products from leading sports brands such as Puma, Adidas, Under Armour, and Nike. This choice reflects Sports Direct’s ambition to position itself as a premier destination for quality sports gear, offering consumers a wide selection of reputable brands.
Speaking on behalf of the Frasers Group, David Clark, Chief Customer Officer, commented on the essence of the campaign. “This winter season, we are urging sports enthusiasts to elevate their traditional holiday activities. Our ‘New Traditions’ campaign highlights partnerships with world-class sports brands, underscoring Sports Direct’s commitment to providing the best equipment available.” His statement encapsulates the central message of the advert, which is to enhance holiday experiences through sporting endeavours.
The Sports Direct 2024 Christmas advert sets a new standard for festive campaigns by blending entertainment with the promotion of active lifestyles.
