Here we go again.

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

Here we go again.

by Andrew MacGregor

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