Sports Direct launches Euros campaign with football stars

Sports Direct has launched its 2025 summer campaign, ‘Legacy Starts Here’, ahead of the Women’s Euros. The campaign features a lineup of football stars and legends including Lucy Bronze, Grace Clinton, Guro Reiten, Sandy Baltimore, and Jill Scott.

The campaign aims to highlight the excitement surrounding England’s Lionesses as they pursue a second successive European victory. ‘Legacy Starts Here’ celebrates the way international football unites fans of all ages and backgrounds.

The campaign film, produced by Fresh Base Productions and directed by Elliot Simpson, depicts a game of park football in London, paying tribute to past women’s football moments. The film includes appearances from Grace Clinton, Sandy Baltimore, Guro Reiten, Hashtag United’s Freda Ayisi, and Lucy Bronze, alongside broadcast personalities the Kmita Twins.

David Clark, Chief Customer Officer of Frasers Group, said, “Legacy Starts Here’ captures the energy, ambition and unstoppable drive of women competing in football today. With support from legendary players, and our global brand partners, our Summer 25 campaign fuels the momentum – all while empowering female athletes and inspiring the next generation.”

Photo credit: Sports Direct | Adam Horton