Sports Direct unveils its 2024 Christmas campaign introducing the concept of ‘new traditions’.
- The advertisement features prominent sports personalities, including Frank Lampard, Lucy Bronze, and Eddie Hearn.
- The commercial begins with a playful scene involving a grandmother and a snowman, transitioning into various sporting moments.
- Key products from brands like Puma, Adidas, Under Armour, and Nike are highlighted throughout the campaign.
- The initiative encourages embracing sports as a means to enhance festive celebrations.
Sports Direct has launched its much-anticipated 2024 Christmas advertising campaign, titled ‘new traditions start here’. The campaign is designed to redefine holiday rituals by incorporating elements of sport and activity, aiming to inspire individuals and families to engage in healthier, sport-focused festivities.
Featuring a line-up of sports icons such as Frank Lampard and Lucy Bronze, the film showcases a playful narrative set against the backdrop of a snowy UK home. A grandmother energetically interacts with a snowman, delivering a jovial kick that sends its head skyward. This light-hearted beginning sets the tone for a sequence of dynamic sporting reflections, ranging from gym sessions to community run clubs.
David Clark, the chief customer officer at the Frasers Group, encapsulates the essence of the campaign by challenging enthusiasts to ‘level up’ their seasonal traditions. He emphasises the campaign’s focus on motivating individuals to incorporate sports into their festive routines, whether it be through a Boxing Day football match or a wintry stroll.
Within the advertisement, a spectrum of Sports Direct products from top brands, including Nike, Puma, Adidas, and Under Armour, are prominently featured. This strategic placement highlights Sports Direct’s broad range of offerings, asserting its position as a leading destination for quality sports gear and apparel.
The ‘New Traditions’ campaign aims not only to promote brand visibility but also to establish a cultural shift towards integrating physical activity into holiday celebrations, thereby promoting a healthier lifestyle during the indulgent festive period.
Ultimately, the campaign seeks to instil a culture of active, sports-centric holiday experiences.
