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Sports Direct positions itself as ‘The Home of Football’ with Nike partnership


By John Glenday | Reporter

July 20, 2017 | 3 min read

Sportswear brand Nike has teamed up with High Street retailer Sports Direct as the latter seeks to reposition itself as ‘The Home of Football’ under the guidance of creative agency The One Off.

Nike, Sports Direct

Sports Direct positions itself as ‘The Home of Football’ with Nike partnership

To cement the partnership Sports Direct has dedicated the entire second floor of their flagship Piccadilly Circus Lillywhites store to the beautiful game, centerpiece of an online, in-store and OOH advertising campaign which brought the football message to tube stations, a Metro cover wrap and Oxford Street billboards.

This work coincides with an overhaul of the Oxford Street outlet itself which has been given a dramatic facelift via astroturf, large-scale graphics, illuminated branding and video walls.

Nicola Robertson, retail transformation manager at Nike, said: “The launches in the Sports Direct London flagship stores, Oxford Street & Lillywhites, really showcase an exciting journey of collaboration. Working with the agency The One Off we continue to push the consumer experience to create inspiring sports lead executions, taking the sporting goods industry to the next level”.

Chris Clarke, marketing manager at Sports Direct added: “The Nike London club kit launch campaign was a huge collaborative success to execute a full 360-degree campaign across retail and digital platforms. The One Off were instrumental in the production of assets to use across all channels to meet Sports Direct’s campaign objectives in line with Nike’s campaign guidelines all of which has been received extremely well by both parties and consumers’.

The campaign coincides with Nike’s sponsorship of Chelsea FC and Tottenham Hotspur.

Sports Direct meanwhile has set itself the ambitious goal of becoming the Selfridges of Sport as it seeks to counter a 60% plunge in profits.

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