What to wear now: Sports Direct

Sports Direct, has launched its summer football campaign entitled ‘Just A Game?!’. The multi-million pound TV, OOH, in-store, content, media and influencer programme takes fans on a light-hearted journey through the meaning of football. Cantona shows a non-believer the power of the sport; how it connects so many, why it bonds communities, and demonstrates why it’s never just a game.

Fronted by sporting legend and Premier League Hall of Fame icon Eric Cantona, and starring a host of pro footballers including Jack Grealish, Jamie Vardy, Trent Alexander-Arnold, Jordan Henderson and Melanie Leupolz (to name a few!), the new advert is a rousing celebration of the game at all levels.

Launching on 29th May during the UEFA Champions League final, the ‘Just A Game?!’ creative was conceived and developed by COPA90’s in-house team, and is the first TV spot to come out of the football media company.

Directed by Pensacola, who are known for their irreverent music videos, the advert harnesses the energy of the Euros, acting as a force in bringing people back together again this summer through their shared passion of the beautiful game.

The £6,000,000 campaign will first air ahead of the Champions League final on BT Sport and feature throughout the Euros across ITV in a series of highly engaging 60, 30 and 20-second ads. The roll out guarantees more than 29million people across the UK will see the ‘Just A Game?!’ advert over the course of the tournament.

Cantona is also seen wearing a bespoke suit created by East London streetwear designer clothsurgeon, to tease the launch of the brand’s limited-edition capsule collection with the fashion atelier. Specially curated for the Euros in partnership with Sports Direct, the high-heat collection is inspired by the sentiment of the ‘Just A Game?!’ campaign. clothsurgeon’s visionary Creative Director and ex-Leeds United player, Rav Matharu, has depicted via the collection what ‘Just A Game?!’ means to him. Available from 11th June at SportsDirect.com, the collection is made up of a tracksuit jacket and bottoms, vest, and bucket hat, all featuring a coloured patchwork panel upcycled from women’s and men’s national kits.

Above the line media planning and buying is handled by The Specialist Works, with a focus on large-scale broadcast TV and VOD and supported by OOH activity. The campaign launches on 29th May during the UEFA Champions League final with headline spots in the final England friendlies. The ‘Just A Game?!’; creative was conceived and developed by COPA90’s in-house team and is the first TV spot to come out of the football media company. Alongside AV, there is a broad mix of OOH formats designed to make the campaign ubiquitous for football fans out of (as well as inside) the home – including taxi wraps, bus sides, pub packs with branded beermats and bunting and digital 48 sheets.

Shop the football fanwear and kit collection at SportsDirect.com