Sports Direct is smashing sports stereotypes this Christmas period with a festive spot starring an 11-year-old girl taking on and beating her favourite athletes.
Breaking today during ITV’s Good Morning Britain, the adverts are designed to position the sports retailer as a brand that supports female participation in sports.
Created by Mox London, the 60-second spot entitled, “Dream Big It’s Christmas”, directed by Loose from Stink Film Studios and media is handled by The Specialist Works.
The film starts with a young girl writing her Christmas list at home, while the TV broadcasts a rendition of the 1985 Tears For Fears hit Everybody Wants To Rule The World by an imaginary band – Sports Direction.
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The film continues to feature her daydreams – competing and beating sports stars such as boxer Conor Benn, sprinter Zharnel Hughes and England women’s striker Alessia Russo scoring a goal.
The festive advert ends with the girl being jolted out of her dreams, to the sound of the doorbell and Arsenal star Gabriel Jesus delivering a Christmas package.
The Sports Direct spot incorporates key brand partners, such as Nike, Adidas, Puma and Under Armour, as well as their preferred football stars.
The advert builds upon an initiative aimed at tackling the visual misrepresentation of women’s football, partnering with Getty Images to create a royalty-free photo bank.
