Sports Direct has unveiled its 2024 winter campaign called ‘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.”
This includes football legend Frank Lampard, England & Chelsea footballer Lucy Bronze, boxing industry entrepreneur Eddie Hearn, England rugby player Maro Itoje, and endurance athlete Russ Cook, popularly known as the “Hardest Geezer”.
The ad follows a family that celebrates their community and unites through the spirit of sport, emphasising that their journey starts at Sports Direct.
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.”
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