Sports Direct Launches Star-Studded £6 Million Christmas Ad Campaign

Sports Direct has launched its star-studded £6 million ($8.15 million) Christmas ad campaign. Watch the advert here:

The retailer has splashed out on an array of stars for its 'Go All Out' campaign, which features footballers Jack Grealish, Mason Mount, Declan Rice, Dominic Calvert-Lewin and Jordan Pickford, as well as 18-year-old US Open champion Emma Raducanu.

Also deploying their sporting skills in the chaotic snowball fight are golfer Andrew Johnston, retired athlete Jessica Ennis-Hill and rugby player Maro Itoje.

Rapper Big Narstie also features in the ad, just because.

Sports Direct

Matt Bolton, creative director at MOX - the agency behind the ad - said: "This year we wanted to give the gift of sport and fitness to everyone across the country.

"But let's face it, Christmas isn't exactly an active time of year. Sofa slobbing... over-eating... endless box sets. But, sprinkle a bit of snow over the UK and everyone loses their s***.

"It's a thrill that brings out the inner child in everyone and that feeling is something we've tried to bottle in our film."

Beckie Stanion, chief marketing officer at Sports Direct, said the ad aims to encourage people to have their best Christmas yet.

Sports Direct

She said: "After the challenges the nation has faced over the past year, we're excited to encourage everyone to Go All Out this Christmas - with the help of some of the country's biggest sporting legends.

"The new ad continues to celebrate our brand purpose; championing the legend in everyone, no matter how skilled you are.

"Whether you're working on legs like Grealish, sprints like Jessica Ennis-Hill or backhands like Emma Raducanu - it's time to shrug off the cold, step out and make this season your best one yet."

Sports Direct

Yes, it seems Christmas began today - if the world of retail is to be believed.

John Lewis has also launched its Christmas ad, entitled Unexpected Guest.

It features an alien named Skye who crash lands in the middle of the woods right in the middle of the festivities.

Skye befriends a young teen called Nathan who shows her all the best traditions of the season - including decorating a tree and wearing novelty jumpers.

Unexpected Guest is sound-tracked by singer and songwriter Lola Young covering the 1984 hit 'Together in Electric Dreams' - and if previous years are anything to go by, it's sure to earn itself a place in the UK charts soon.

Topics: SPORT, Christmas, UK News

Jake Massey

Jake Massey is a journalist at LADbible. He graduated from Newcastle University, where he learnt a bit about media and a lot about living without heating. After spending a few years in Australia and New Zealand, Jake secured a role at an obscure radio station in Norwich, inadvertently becoming a real-life Alan Partridge in the process. From there, Jake became a reporter at the Eastern Daily Press. Jake enjoys playing football, listening to music and writing about himself in the third person.

@jakesmassey