This Christmas, Sports Direct and Nike have recruited one of world football’s biggest stars, Erling Haaland, to lead a major new international Christmas campaign centred around Athlete Intelligence: an elite team of sporting and cultural stars helping shoppers spot someone’s potential and find the gift to match.
Manchester City and Norway striker Erling Haaland will inspire gifts for budding footballers and future goal scorers; Olympic sprinter Dina Asher-Smith will focus on aspiring runners and those ready to find their pace; England captain Leah Williamson will champion gifts for the next generation of footballers; rugby star Henry Pollock will spotlight gifts for sports enthusiasts and emerging talent; while Aitch brings his own take on trainers, streetwear and gifts for the style-conscious.
Titled Unwrap Potential, the campaign celebrates the ability to spot a spark in someone and find the gift that could help them unlock it. While most gifts say, “I know who you are”, the best say, “I see what you could be”. The right gift can do more than make someone’s Christmas. It can encourage a new passion, build confidence or help them take the first step towards something they never thought possible.
This year, the stars aren’t just sharing advice on the pitch, track or stage. They’re bringing their expertise to Christmas shopping through a series of talent-led gift guides, helping shoppers find the right present for the people they know and love.
Together, the guides will offer inspiration across sport, style and self-expression, helping shoppers choose presents that reflect who someone is today and who they could become.
Created by Chaos x Magic, the campaign brings this idea to life in a 60-second hero film. An uncle heads to Sports Direct in search of the perfect Christmas present for his niece, unaware that an elite team of gift advisers is already on the case. Drawing on their Athlete Intelligence, the team spots her potential and recommends a pair of Erling Haaland’s Nike Phantom 6 Low football boots.
The campaign also sees Aitch turn to the experts for gifts for his sisters, adding a personal touch to a familiar Christmas challenge: finding the perfect present for someone you love. The hero film is supported by five 10-second films exploring gifting scenarios for runners, hybrid trainers and footballers.
Directed by Tyrus Hill through Park Pictures, the campaign blends the precision of elite sport with the humour, heart and unpredictability of Christmas.
Michael Murray, chief executive officer of Frasers Group, the parent company of Sports Direct, commented: “Christmas is our biggest trading moment of the year, and our first-ever brand exclusive Christmas ad with Nike is a powerful example of the Elevation Strategy in action.
Featuring world-class athletes like Erling Haaland, Unwrap Potential brings the strength of that partnership to life in what promises to be our most impactful Christmas campaign yet.”
César García, VP/GM, Nike EMEA, commented: Sport has the power to change how we see ourselves and what we believe is possible. Our partnership with Sports Direct is built on a shared ambition to bring more people to sport. Together, we want to inspire the next generation to discover their potential and show how something as simple as the right gift can be the start of something bigger.”
Launching on Tuesday, 3rd November, the campaign will run across TV, social, digital, out-of-home advertising and Sports Direct stores, supported by shorter edits and a wider suite of campaign assets HERE. The talent-led gift guides will extend the campaign beyond the screen, giving shoppers practical inspiration for their Christmas shopping.
In addition, the campaign will be amplified in Sports Direct’s stores across the UK through ELEVATE – Frasers Group’s comprehensive retail media network with an audience of over 32M customers – spanning digital screens, connected TV (CTV), and out-of-home advertising.
This Christmas, look beyond the wish list. Spot the potential. Find the gift that helps it grow.
