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Sports Direct launches £6 million 'Go All Out' Christmas campaign

Tom Shearsmith
04 November 2021

Frasers Group’s Sports Direct has today unveiled its action-packed 2021 Christmas campaign; ‘Go All Out’.

Launching today, 4 November, the £6 million advertising campaign - comprising of TV adverts, online adverts, social media engagement, and in-store media will debut with flagship TV spots during Gogglebox, Taskmaster and The Big Narstie Show.

The TV advert features a sporting line up including England player and national icon Jack Grealish, alongside US Open winner Emma Raducanu and grime artist Big Narstie.

Building on the success of Christmas 2020’s ‘Sports Starts Here’, which introduced the brand’s elevated ambition, ‘Go All Out’ aims to "cement Sports Direct as the destination for the gift of sport and fitness this festive season."

The advert was developed by MOX, the London-based agency appointed last September to launch the retailer's debut Christmas ad, and most recently its back-to-school campaign, ‘School Starts Here’.

Beckie Stanion, Chief Marketing Officer at Sports Direct said: “After the challenges the nation has faced over the past year, we’re excited to encourage everyone to Go All Out this Christmas - with the help of some of the country’s biggest sporting legends.

“From your TV screens to your smartphones, Go All Out is a truly integrated campaign that shows up consistently, and natively, across multiple channels. We partnered with TikTok on a gamified effect that is interactive, authentic and rooted in our social community. The result is an engaging experience that taps into Sports Direct’s playful persona and the creativity and fun that exists on the platform.”

“The new ad continues to celebrate our brand purpose; championing the legend in everyone, no matter how skilled you are. Whether you’re working on legs like Grealish, sprints like Jessica Ennis-Hill or backhands like Emma Raducanu - it’s time to shrug off the cold, step out and make this season your best one yet.”

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