"New Traditions"

22 November 2024

60s

Out with the old, in with the new.

For many viewers, Christmas is a chance to bathe in the comfort of familiarity. Sports Direct says balls to that with a festive spot directed by Rawtape, who brings a competitive edge to Christmas that has nothing to do with board games.

Why not, the brand says, throw punches at a snowman, turn the garage into Santa's workout shop, or gather friends for a game on artificial grass? It's red versus blue on this occasion, with Frank Lampard in charge of the latter. That'll be a victory for the former, then.

He's joined by the likes of Lucy Bronze, Eddie Hearn, and Maro Itoje in a film with serious energy to burn, just as many are desperate to recharge their batteries. It has a heightened quality that not only lets Irish sprinter Rhasidat Adeleke become a purple blur, but it also helps set Sports Direct apart from rival JD's more grounded take on the holiday season.

UK

Sportswear