Sports Direct gets football fever in its star-studded and action-packed summer campaign, launching just days in advance of the opening match of the Euro 2024 tournament.
The sports fashion retailer has captured the spirit of the Euros in its ‘Football Fever Starts Here Campaign’, with players and everyday people uniting in the spirit of the beautiful game.
Devised by creative agency Mox London, the 40-second Sports Direct spot is a whirlwind of activity which sees a host of footballing legends coming together to show what happens when football fever arrives in a local town.
Championing everyday locations where true football fever is born, the ad opens with Jordan Pickford and Ruben Dias enjoying a classic British BBQ in a quiet cul-de-sac. The peaceful scene is soon disturbed by a maniacal Ian Wright who arrives in a fully Sports Direct-branded ice cream van, cranking up the volume as he gets the party started.
From then on it’s chaos, as football fever takes over the streets, culminating with an underage goalie managing to block Conor Gallagher’s final shot in the action-packed summer campaign.
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Currently running across socials, the campaign will also been seen on TV, OOH, digital and in-store for the duration of the tournament.
‘Amid 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,” said Frasers Group managing director of sports, Ger Wright.
“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.’’
The Sports Direct spot incorporates product from key brand partners including Nike, Adidas and Puma.
