Sports Direct’s inspirational Christmas ad targets sporting beginners

Living up to its status as ‘Europe’s biggest retailer of sports and fitness’, Sports Direct’s winter campaign is going to have to be something special.

And the launch of ‘Just Getting Started’ features a star-studded line-up of big names from across the sporting world.

Building on last year’s winter message (New Traditions Start Here), which inspired people to create fresh sporting rituals, Sports Direct’s now “turning up the energy this season by helping everyone get started with something new”. 

And that relates to whether it’s “picking out the perfect piece of kit for someone’s first step, or joining a club yourself, this campaign is all about making that first move feel easy, exciting, and empowering”.

Released ahead of the festive season, the campaign is shot entirely from a point-of-view perspective and is infused with the retailer’s “signature fun and light-hearted style”. 

The campaign follows a family and community united by sport, showcasing how their journey begins at Sports Direct. Bringing the story to life, elite athletes featured include, running legend Linford Christie, Lionesses Lauren James and Michelle Agyemang, professional boxers Conor Benn and Skye Nicolson, England & British & Irish Lions star Tommy Freeman and YouTuber/content creator SV2.

Of course, there’s also the annual cameo from the Sports Direct ‘Nan’ – “a true hero in her Nike tech tracksuit and Everlast boxing gloves”.

The campaign also spotlights hero products including Puma Orbita Ultimate Premier League Ball; adidas Predator ‘Coral Blaze’ and Trionda Official World Cup ’26 Ball; Nike winterised Vomero trainers; Under Armour Reign 6; Everlast boxing gloves’ and the latest Yeezys.

David Clark, chief customer officer at brand parent Frasers Group, said: ‘‘This year, we’re celebrating the true spirit of sport at Christmas – inspiring people to move, stay active, and have fun. From finding the perfect gift to keeping the whole family moving, Sports Direct has something for everyone – from beginner to pro. With an unbeatable choice and the biggest brands in the game, Sports Direct is where the festive season kicks off.”