picture of teenagers in sports direct back to school campaign

THE CLASS OF BOX FRESH: GET BACK-TO-SCHOOL READY WITH SPORTS DIRECT

Sports Direct launches this year’s back-to-school campaign starring TikTok stars Stepz and Nizzy, created by MOX London
High-octane ad builds on last year’s ‘School Starts Here’ campaign with the creative focusing around the energy and anticipation of the first day of term
Range of apparel and sneakers available at the retailer enables youngsters to discover the power of sport and unlock their real potential

Following on from last year’s hit ‘School Starts Here’ campaign, Sports Direct’s back-to-school offering is making a return for 2022 - featuring high-energy video content starring TikTok stars Stepz and Nizzy, as they navigate their last-minute preparation for the start of the school year.

With anticipation building towards the end of the summer holidays, kids up and down the country are getting ready to step back into school and show off their new box-fresh garms, and Sports Direct is here to provide the drip students need for those first-day-back vibes.

The epic, fast-paced hero ad shows Stepz preparing for school by finding a barber for a last minute fresh trim, alongside some exciting cameos for those viewers in the know - with the content featuring the most current young talent wearing fresh Sports Direct product for school.

Ahead of a return to classrooms this autumn, Sports Direct is helping young people to unlock their full potential by providing more than just their sports kit or football boots. The retailer is also the go-to destination for new kicks and apparel from some of the world’s best-loved clothing brands, including Adidas, Nike, Puma and Under Armour.

Beckie Stanion, Chief Marketing Officer Sports Direct, said: “In this year’s ‘School Starts Here’ campaign, we enter the madness as kids get back-to-school ready. We wanted to bring the viewer into the digitally inter-connected world that young people live in, as the hype builds for their return to school. By working with the hottest young talent, we’re tapping into the engaged Gen Z audience, who are a new wave of tastemakers for fashion and culture.”

The ‘School Starts Here’ ad was directed by Hector Dockrill for Pulse Films, and will sit across digital, social media and OOH, running from now until 5th September. With a series of rapid, fast-moving shots and on-screen graphics, Dockrill captures the essence of the hectic lead up to the start of term, portraying the bustle of group chats and online buzz as Stepz gets his trim just in time.

The campaign builds on from Sports Direct’s highly successful 2021 back-to-school campaign, which starred TikTok personalities Ollie Ball and Jacob Pasquill alongside crews of sporting schoolchildren from across the country. Defined by realness, attitude and cheek - whilst demonstrating the importance of community for children and young people - the campaign also featured bursts of candid user-generated content shared and remixed by young creatives, positioning Sports Direct as the leading destination for back-to-school performance gear.

To check out the 2022 ‘School Starts Here’ campaign, visit https://www.sportsdirect.com/back-to-school