Sports Direct has this morning unveiled an action-packed 2021 Christmas campaign encouraging us to ‘Go All Out’.

The new TV ad is a high-energy, star-studded rallying call that aims to inspire Irish viewers to get up off the sofa, go outside and play sport – even when the elements are against them.

The TV ad features a stellar sporting lineup, including Manchester City’s Jack Grealish, alongside US Tennis Open winner Emma Raducanu and grime artist Big Narstie.

Alongside those international luminaries, the campaign also features Cork hurler Patrick Horgan.

Set against the backdrop of a suburban street, the 60 second and 30 second TV ads open with the campaign’s stars slumped in front of their TVs. As soon as the snow starts to fall, the legends realise that ‘tis the season to Go All Out.

One by one, they zip up, lace up and step out, trading sofa snoozes and family squabbles for an epic snowball fight – all while sporting this season’s Sports Direct goodies.

“This Christmas season, we want to inspire people through sport and fitness and encourage everyone to Go All Out – with the help of some of the very best international sports stars.

“Across TV, Out of Home, Retail, Digital and our social platforms, the new integrated campaign continues to celebrate our brand purpose; championing the legend in everyone.”

“We partnered with TikTok on a gamified effect that is interactive, authentic and rooted in our social community. The result is an engaging experience across multiple channels that taps into Sports Direct’s playful persona and the creativity and fun that exists on the platform.”

“Despite the dreary and dreaded cold winter season ahead, our aim is to motivate everyone to get outdoors with your friends and family and be active, whether it’s a hike up your local mountains, an icy sea swim or festive 5k run, don’t’ wait until January – it’s time to shrug off the cold and challenge yourself make this season your best one yet.”

From 19th November, TikTok users will be able to prove whether they are ‘naughty, Narstie or nice’ with a bespoke gamified filter, Narstie’s Naughty List. Inspired by Big Narstie’s cameo in the ad, the task is simple: test your heading skills for a chance to be included on the Naughty List.

We will bring that campaign to you when it launches.


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