Sports Direct has launched its Christmas campaign, featuring Frank Lampard, Eddie Hearn, and Maro Itoje.

Titled ‘New Traditions Start Here’, the campaign promotes the idea of starting the new year with a fresh approach, motivating the UK public to engage in sport as a way to stay healthy.

The campaign, showcasing major brands like Adidas, Nike, Puma, and Under Armour, will be featured across TV, social media, digital platforms, and in stores.

The ad also features Lucy Bronze and adventurer Russ ‘Hardest Geezer’ Cook, drawing from the insight that nearly two-thirds (64%) of UK adults participate in sporting traditions over the festive season, with 29% of them doing 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,” said Frasers Group chief customer officer, David Clark.

“This season, we’re encouraging sports lovers to take their holiday activities up a notch, adopt new traditions, and enhance their festive season with sport – whether it’s a Boxing Day football game or a winter walk.”

He added: “Our ‘New Traditions’ campaign highlights the world’s top sporting brands, such as Nike, adidas, PUMA, Under Armour, and Everlast, positioning Sports Direct as the ultimate sports destination offering quality, variety, and the best gear available.”