Like the sector it represents, Sports Direct’s winter ad campaign is about as action-packed as a 60-second sportswear commercial can be.

Laying claim to being Europe’s biggest retailer of sports and fitness footwear, clothing and equipment, the Frasers Group-owned brand’s ‘New Traditions Start Here’, festive season ad packs in a star-studded line-up of faces from all areas of the sporting world.

Launching today (14 November) across TV, in-store, digital and social, it includes former England and Chelsea football legend Frank Lampard, fellow current England and Chelsea footballer Lucy Bronze, England rugby player Maro Itoje, endurance athlete Russ ‘Hardest Geezer’ Cook, Irish sprinter Rhasidat Adeleke, celebrity fitness coach Faisal Abdalla, boxing stars Conor Benn, and Johnny Fisher and boxing industry entrepreneur Eddie Hearn.

But also important are the “everyday heroes” it features from across the UK, coming together “to celebrate new sporting traditions that everyone can enjoy throughout the festive season”. 

From family runs, to football and rugby matches, and even weight-lifting sessions in the garage, “there’s something for all to embrace”, the ad emphasises.
 
The ad, “infused with Sports Direct’s signature fun and light-hearted style”, follows a family that “celebrates their community and unites through the spirit of sport”, emphasising that their journey “starts at Sports Direct”.

The overriding mission to get families active comes backed by its own data that suggests 64% of UK adults will engage in sporting traditions over the festive period, with 29% planning to do so for the first time. 

One in five (19%) will go on a run, a further 12% will play football with family and friends, over half the nation will engage in a hike or walk (56%), and 31% will do some form of functional fitness. And, of course, they all need kitting out.
 
So the campaign also showcases a selection of key products, “ideal for those embarking on new sporting traditions” including the Puma Deviate Nitro 3, adidas Predator Elite, Under Armour Infinite and Nike Pegasus 41 Gore-Tex trainers.

David Clark, chief customer officer at Frasers Group, said: “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… showcasing Sports Direct as the ultimate sports destination offering quality, choice and the best kit money can buy.”