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Here we go again. | |
by Andrew MacGregor | |
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Who knew Sports Direct were fans of S Club 7? The retailer's latest slogan is "don't stop moving", and we'd like to think the group's 2002 track of the same title was an inspiration. Or it's just a straightforward reminder to stay active and show the January blues who's boss. In either case, director João Retorta delivers a kinetic effort for the brand with nary a giant mug or bag for life in sight. The focus is on clothing and accessories able to withstand tough workouts, targeting consumers with pent-up energy after a stop-start winter. It maintains a decent run of form for the brand, as they pivot from cheap and cheerful to a more aspirational tone.
Product Category: Sportswear
Territory: UK
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