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Sports Direct has launched its 2025 winter marketing campaign, Just Getting Started, featuring a line-up of sports stars including Linford Christie, Lauren James, Michelle Agyemang, Conor Benn, Skye Nicolson, and Tommy Freeman.
4 November 2025
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Sports Direct‘s new campaign builds on last year’s New Traditions Start Here and aims to encourage people to take up new sporting activities or gift sports gear this Christmas.
Shot entirely from a first-person perspective, the ad features scenes from community football matches, boxing gyms and Christmas mornings, and includes appearances from YouTuber SV2 and the returning “Sports Direct Nan”.
Hero products featured in the campaign include the Puma Orbita Ultimate Premier League Ball, Adidas Predator “Coral Blaze”, Nike Vomero trainers, Under Armour Reign 6 and Everlast boxing gloves.
David Clark, chief customer officer at Sports Direct owner Frasers Group, said the campaign highlights Sports Direct’s focus on accessibility and participation: “We’re celebrating the spirit of sport at Christmas – inspiring people to move, stay active and have fun.”
The Just Getting Started campaign will run across broadcast, streaming and digital platforms throughout the festive period.
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