Sports Direct has today launched its Christmas 2025 campaign under the title of ‘Just Getting Started’ and featuring a line-up of old and new sports stars, including former sprinter Linford Christie, boxer Conor Benn and Lioness Lauren James.
Building on last year’s ‘New Traditions Start Here’ campaign, the new message is all about helping everyone get started with something new, such as picking out the perfect piece of kit for someone joining a gym.
As well as elite athletes, the campaign also features “everyday heroes” including ‘Sports Direct Nan’ – described as “a true hero in her Nike tech tracksuit and Everlast boxing gloves”.
David Clark, Chief Customer Officer at Sports Direct owner Frasers Group, said: “This year, we’re celebrating the true spirit of sport at Christmas – inspiring people to move, stay active, and have fun. From finding the perfect gift to keeping the whole family moving, Sports Direct has something for everyone – from beginner to pro.
“With an unbeatable choice and the biggest brands in the game, Sports Direct is where the festive season kicks off.’’
The campaign spotlights ‘hero products’ including the Puma ‘Orbita Ultimate Premier League Ball’, Adidas Predator ‘Coral Blaze’ football boots, the TRIONDA ‘Official World Cup ’26 Ball’, Nike ‘Vomero’ trainers, Under Armour ‘Reign 6’ trainers and the latest Yeezy sneakers.
Other stars featured include England footballer Michelle Agyemang, boxer Skye Nicolson, England and British & Irish Lions star Tommy Freeman, as well as YouTuber/content creator, SV2.
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