END. launches Christmas campaign featuring ‘Bad Santas’
Luxury streetwear and sportswear retailer END. has launched a playful Christmas campaign under the title of ‘A Very Merry END.’
The short film follows a group of regional ‘Bad Santas’ from the retailer’s stores in Newcastle, Glasgow and Milan, all arriving a little too early to pick up their gifts while their London counterpart is already ‘unwrapping’ his through the END. app.
Traditionally known for its product-led storytelling through collaborations, editorials and in-store activations, the new campaign marks “a meaningful shift for the brand toward emotional, narrative-driven communication”.
Sebastian Suhl, Chief Executive Officer at END., which celebrates its 20th anniversary this year, said: “This campaign is important for END. as it expresses who we are beyond product. It celebrates connection, community and the joy of gifting through our own cultural lens.
“It captures the creativity that sits at the heart of the brand and marks a milestone in our ongoing evolution. As we continue to build deeper emotional connections with our audience, we remain true to our foundations of culture, curation and creativity broadening what END. means, not just as a place to shop, but as something people connect with.”
The concept of ‘Bad Santas’ – inspired by the ‘Bad Santa’ film from 2003 starring Billy Bob Thornton in the title role - with regional accents and distinct personalities brings humour and character to the film, “while reflecting the individuality of the communities where END. stores are based”.
Each Santa is described as “a unique expression of local culture and confidence”, offering an END. take on a Christmas classic dressed wearing exclusive products as well as the traditional Santa Claus costume.
All END. stores will feature bespoke gifting displays and “seasonal moments” throughout December, further bringing the campaign to life.
