Sports Direct, Europe’s biggest retailer of sports and fitness footwear, clothing and equipment, is launching its 2024 summer campaign, Football Fever Starts Here, featuring some of Europe’s biggest football stars and legends, including Conor Gallagher, Jordan Pickford, Rúben Dias and Ian Wright.
The football stars unite to tell the story of what happens when football fever arrives in a local town. Driven by the concept of united football passion, the campaign captures the tournament’s unique ability to bring together a nation to get behind their team and forget their differences – highlighting that the fans’ journey begins at Sports Direct.
Championing everyday locations where true football fever is born, the commercial begins in an ordinary cul-de-sac in Manchester, UK where the spectacle begins to unfold:
- Jordan Pickford and Ruben Dias enjoy a BBQ in the sun
- Ian Wright drives the Sports Direct ice cream van, a catalyst for football fever to officially begin
- Conor Gallagher leads an army of everyday legends against a fierce goalkeeper
During one of the biggest international tournaments in the football calendar, Sports Direct celebrates the infectious nature and uncontrollable urge for people to come together in support of their nation. By bringing together everyday legends and football superstars, products like the adidas F50, adidas FUSSBALLLIEBE football, England Nike Jersey, Nike Mad Brilliance Mercurial and Puma Future 7 come to life, showcasing the spirit of football fever. The campaign captures the laughter and joy of supporting your country and highlights how fans play a crucial role beyond just watching the game.
The campaign will roll out across TV, OOH, digital, in-store, and social media, leveraging the excitement of the sport and reinforcing that football starts at Sports Direct for those who play football for pure enjoyment, at a competitive level or simply want to get behind their nation during the summer of football.
Ger Wright, managing director of Sports at Frasers Group commented ‘‘Amidst a massive summer of sport with both the Euros and Olympics, our ‘Football Fever Starts Here’ campaign captures the passion and energy of the tournament’s true heroes: the fans. By placing our football stars directly into the unfolding excitement, we highlight the vital role fans play in the Euros journey. This campaign breathes life into the spirit of the Euros, establishing Sports Direct as the ultimate hub for football enthusiasts, offering the best products for fans to support their teams.’’
In addition, as part of Sports Direct’s commitment to spreading football fever throughout the nation, they will be continuing their Monster Kickabout initiative with Nike – a nationwide school football programme created to encourage more kids to take up football. Sports Direct will provide free resources and football equipment to help teachers host a week of football fun during Youth Sport Trust’s National School Sports Week (17th-21st June) to inspire kids to be active for 60 minutes each day.