Sports Direct has unveiled its latest back-to-school campaign with the aims of appealing to Generation Z and TikTok fans.
Featuring TikTok stars Stepz and Nizzy, the ad is the latest iteration of the brand’s ‘School Starts Here’ brand platform.
The news comes months after Sports Direct unveiled a multi-million pound Women’s EURO campaign.
The 90-second back-to-school spot sees the TikTok stars prepare for the start of another school year, with the retailer claiming that it is “here to provide the drip students need for those first-day-back vibes”.
The vibrant campaign centres around Stepz’s search for a barber ahead of the school opening its gates on Monday.
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On Sports Direct’s website a dedicated back-to-school site can be found, offering everything from school bags to school shoes and trainers.
The retailer has claimed that the promotion is helping young students “unlock their full potential” by supplying them with “more than just their sports kit and football boots”.
“We wanted to bring the viewer into the digitally inter-connected world that young people live in, as the hype builds for their return to school,” Sports Direct chief marketing officer Beckie Stanion said.
“By working with the hottest young talent, we’re tapping into the engaged Gen Z audience, who are a new wave of tastemakers for fashion and culture.”
A month ago, George at Asda aired its back-to-school campaign to promote the supermarket’s affordable school-wear in light of the cost-of-living crisis.
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