Sports Direct has enlisted personalities including Lucy Bronze, Frank Lampard, Eddie Hearn, Maro Itoje and Russ Cook to front its Christmas 2024 campaign, New Traditions.

A spokesperson for the brand commented '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'.