Watch Sports Direct Christmas ad with football legend Frank Lampard and famous sportspeople – can you spot all?

SPORTS Direct has unveiled its star-studded Christmas advert for 2024 which is set to appeal to football, rugby and wider fitness fans.

The action-packed film features sporting legend Frank Lampard and a plethora of other high-profile sporting legends.

The clip, named “New Traditions Start Here'”, also sees England and Chelsea footballer Lucy Bronze make an appearance, as well as endurance athlete Russ ‘Hardest Geezer’ Cook.

They are joined by boxing industry entrepreneur Eddie Hearn, and England Rugby player Maro Itoje.

The professionals are shown encouraging the take up of new sporting traditions that can be enjoyed throughout the festive season.

The film follows a sporty family and begins outside a snowy UK home, where a spirited nan shadowboxes with a snowman in the front garden.

With a kick, she sends the snowman’s head flying into the sky.

This is followed by fitness coach Faisal Abdalla enjoying a makeshift HYROX session in the garage alongside the son.

Frank Lampard appears on an opposing football team, while Lucy Bronze steps in to assist the daughter to score a winning goal.

Irish sprinter athlete Rhasidat Adeleke joins the mum on her run club, before sprinting off.

Boxing industry stars and Everlast ambassadors Eddie Hearn, Conor Benn and Johnny Fisher enjoy a trim in a barber shop and Skye Nicolson also makes an appearance.

Ultra-runner and endurance athlete Russ “Hardest Geezer” Cook appears as a giant while England Rugby star Maro Itoje takes part in some pad work with the nan before being tackled.

The ad aims to show that from family runs to football and rugby matches or exercise sessions in the garage, there’s something sporty for all families to embrace over the festive period.

Almost two thirds of Britons will engage in sporting traditions this year, according to Sports Direct.

One in five will go on a run, while a further one in ten will play football with family and friends.

More than half the nation will engage in a hike or walk and a third will do some form of functional fitness. 

The campaign showcases a selection of key Sports Direct products, ideal for those embarking on new sporting traditions. Featured items include the PUMA Deviate Nitro 3, adidas Predator Elite, Under Armour Infinite and Nike Pegasus 41 Gore-Tex trainers.

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

“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.”

Sports Direct Christmas adverts through the years

It’s not the first time Sports Direct’s Christmas ad has featured a cast of stars.

In 2021  Sports Direct splurged £6million on the the most expensive Christmas advert at the time with tennis champ Emma Raducanu and football ace Jack Grealish leading a line-up of 16 sports stars.

The following year in 2022 Mason Mount channelled his inner Greek God in the festive ad alongside legends Eric Cantona and Thierry Henry.

And last year’s ad again featured Mason Mount alongside lionesses Alessia Russo and Lauren Hemp.