Sports Direct launches ‘Legacy Starts Here’ campaign with England's Lionesses
Sports Direct has launched a new summer campaign called ‘Legacy Starts Here’ starring England’s Lionesses to empower the next generation of female footballers.
The campaign features some of women’s football’s biggest stars and legends, including Lucy Bronze, Grace Clinton, Guro Reiten, Sandy Baltimore and Jill Scott. It launches as the team defends its Euros title in the UEFA Women’s Euro 2025, taking place in Switzerland from 2-27 July.
Championing everyday landscapes "where so many footballing legacies have been born", Sports Direct’s campaign follows a full-blown game of park football in London, paying homage to iconic women’s football moments and celebrations of the past.
In the accompanying video, England and Manchester United star Grace Clinton kicks off the game and encourages a passerby to get involved, before Chelsea duo and WSL champions Sandy Baltimore and Guro Reiten show off some silky footwork with Hashtag United’s Freda Ayisi.
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Featuring in her second campaign with Sports Direct, England legend and Nike athlete Lucy Bronze then leads her team to glory, alongside broadcast personalities the Kmita Twins.
David Clark, Chief Customer Officer of Sports Direct owner Frasers Group, said: "Legacy Starts Here’ captures the energy, ambition and unstoppable drive of women competing in football today.
"With support from legendary players, and our global brand partners, our summer 25 campaign fuels the momentum - all while empowering female athletes and inspiring the next generation."
Spotlighted products in the campaign include England’s latest Nike shirt, as sported by former player Jill Scott, who was also crowned ‘Queen of the Jungle’ after winning the 2022 edition of ‘I’m a Celebrity…Get Me Out of Here!’ Scott has since become something of TV personality as well as a popular football pundit.
Also featured are the Adidas F50 Sparkfusion boots, Nike’s ‘Phantom Fear Nothing Pack’ of boots, an Adidas Euro 2025 football, Puma’s ‘Brilliance Pack’ football boots and Score Draw retro football jerseys.
Sports Direct has also continued its Monster Kickabout initiative with Nike - a nationwide school football programme geared towards getting more children, specifically girls, involved in football.
