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Sports Direct: Sport Starts Here

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Sports Direct, the UK’s biggest sports and fitness retailer, has unveiled its first ever Christmas campaign, showcasing the brand’s fresh new positioning and rebrand for 2021 and beyond. Launching from 18th November 2020, ‘Sport Starts Here’ is a high-energy, musical celebration of sport and fitness, where we see a range of sports being choreographed in a magical mashup. The film follows a female protagonist being asked the dreaded question by her mum ‘what do you want for Christmas?’, before exploring the realms of sport in every sense of the word - a big, powerful and exhilarating Christmas advert that leaves you energised and ready to move. Liverpool FC Captain Jordan Henderson makes a cameo, as he’s seen being tackled by a female football player, alongside over 100 everyday athletes featured at the heart of the advert.
Credits Other credits

Clients: Beckie Stanion (CMO) and Christopher Clarke

Strategy Director: Oscar Eavis

Business Director: Xander Pietrovito

Production Director: Sylvie Edwards

Production manager: Bugs Hartley

Casting director: Kharmel Cochrane

1st AD: Marc Wilson

Stylist: Toni Blaze

Production Designer: Oian Arteta

Choreographer: Shay Latukolan

Hair and make up designer: Karla Q Leon

Post: No.8

Grade: Luke Morrison & Connor Coolbear @ ETC

Editor: Sam Bould @ Final Cut London

Sound design: Will Cohen, Enos Desjardins, Mike Bamford @ String and Tins

Sound Producer: Eimear Ní Ghuaire

Music supervision: Mr Pape

Photography and Stills

Photographer: Benjamin Lennox

Stills and Social Producer: Frankie Berchielli-Jones

Creative Director (stills): Jas Rewkiewicz

Social Director: Rob Rafalat

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