The sportswear retailer’s Christmas advert follows the journey of “one little sporting fanatic, whose Christmas wish to compete against her favourite heroes comes to life.”
The ad is studded with home-grown sports stars, including Lionesses Alessia Russo and Lauren Hemp, and current England footballers Mason Mount, Aaron Ramsdale, Eberechi Eze, Eddie Nketiah and James Maddison.
Beckie Stanion, chief marketing officer, Sports Direct, said: “2023 has been a monumental year for sport, and with the Euros and the Olympics coming up where we’ll all be rooting for our young home-grown stars, we wanted our advert this year to celebrate the sporting prowess of this group, to show aspiring athletes everywhere that they too can shatter expectations and dream big.
”Sports Direct believes that sport has a unique power to bring out the best in all of us and this advert aims to champion the legend in everyone, so our audience is ready to reach their next sport and fitness dream.”
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