The £5m festive advertising campaign focuses on a young girl who uses a variety of sports to answer the dreaded question from her mum of what she wants for Christmas this year.

Liverpool FC captain Jordan Henderson features in the advert, alongside 100 other amateur athletes in what Sports Direct said “feeds into the brand’s new purpose of using the power of sport to champion the legend in everyone”.

The advertisement was directed by music video director Henry Scholfield, most famous for the video for Stormzy’s ‘Vossi Bop’.

Chief marketing officer Beckie Stanion said: “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.”

Head of elevation Michael Murray added: “The evolution of our brand is the final piece of our elevation strategy. This is just the start of things to come for the new-look Sports Direct.”