Sports retailer Sports Direct has once again enlisted a host of star names for its blockbuster Christmas campaign, with the likes of Frank Lampard, Eddie Hearn and Maro Itoje featuring.

Titled ‘New Traditions Start Here’, the British brand’s festive spot celebrates the tradition of beginning the new year afresh, encouraging the UK public to get more involved in sport as a way to stay healthy.

Also starring Lucy Bronze and Russ ‘Hardest Geezer’ Cook, the campaign is born out of the insight that almost two-thirds (64%) of UK adults will engage in sporting traditions over the festive period, with almost half of those people (29%) planning to do so for the first time.

“At Sports Direct, sport is at the centre of everything we do, and we believe in its unique power to inspire,” Frasers Group chief customer officer, David Clark said.

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This winter season, we’re challenging sports enthusiasts to level up their usual festivities, embrace new traditions, and elevate their holidays with sport – whether it’s a Boxing Day football match or a winter walk.”

He continued: “Our ‘New Traditions’ holiday campaign spotlights the world’s best sporting brands, including Nike, adidas, PUMA, Under Armour and Everlast, showcasing Sports Direct as the ultimate sports destination offering quality, choice and the best kit money can buy.”

Starring some of Sports Direct’s flagship stocked brands such as Adidas, Nike, Puma and Under Armour, the campaign will go live across TV, social media, digital and in-store.