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Published
Jun 2, 2021
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New Sports Direct campaign stars Eric Cantona wearing new Clothsurgeon suit

Published
Jun 2, 2021

Sports Direct has launched a £6 million summer football ad campaign starring Eric Cantona ahead of the European Championships, which kick off on 11 June.


Sports Direct


Entitled ‘Just A Game?!’, the TV and out-of-home (OOH) campaign takes fans on a light-hearted journey through the meaning of football. But it also features Cantona wearing a suit created by Clothsurgeon creative director Rav Matharu, promoting the brand's wider sports luxe collection launched in conjunction with Sports Direct.

Fronted by the football legend and Premier League Hall of Fame icon, the ad also stars a host of Premiership stars including Jack Grealish, Jamie Vardy, Trent Alexander-Arnold, Jordan Henderson and FA Women’s Super League player Melanie Leupolz.

The 60-, 30- and 20-second ads, conceived and developed by COPA90 and directed by Pensacola, will feature across the Euros tournament with the rollout expecting to be viewed by over 29 million people in the UK.

Within the ad, which aims to be “a rousing celebration of the game at all levels”, 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.

As mentioned, Cantona wears the bespoke suit created by East London design house Clothsurgeon to boost the launch of the brand’s limited-edition capsule. 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”. 

Available from 11 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.

Sports Direct chief marketing officer Beckie Stanion said: “Football sits at the heart of communities up and down the UK, and the Euros gives us a platform to kickstart a new era of football for the brand in what’s going to be a bumper few years of international tournaments. 

“Sports Direct is a place where many start their football journey – from buying boots or their first shirt – and we know that was the case even for some of the stars in our advert. We want people to know that we’ve got the best kit for your game regardless of whether you’re stepping out at Wembley, or heading to your first five-a-side match”. 

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