Watch: Sports Direct unveils first-ever Christmas advert


Sports Direct has launched its first-ever Christmas advertising campaign, which head of elevation Michael Murray says is the first step in a “new look” for the retailer.

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 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”.

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