Sports Direct and Nike have teamed up with Manchester City striker Erling Haaland for a Christmas campaign featuring some of the biggest names in sport and music.

The campaign, titled ‘Unwrap Potential‘, also stars Olympic sprinter Dina Asher-Smith, England football captain Leah Williamson, rugby player Henry Pollock and rapper Aitch, who take on the role of Christmas gift advisers.

Launching today, the campaign will appear across more than 900 Sports Direct stores internationally, alongside television, social media and digital advertising.

The 60-second advert follows an uncle visiting Sports Direct in search of a Christmas present for his niece, unaware that a team of sporting stars is helping him make the right choice.

Using what the retailer calls ‘Athlete Intelligence’, the team spots the girl’s footballing potential and recommends a pair of Haaland’s Nike Phantom 6 Low football boots.

Aitch also turns to the sporting experts for help finding presents for his sisters.

Created by Chaos x Magic and directed by Tyrus Hill through Park Pictures, the film is supported by five shorter adverts featuring different gifting scenarios, from running and football to trainers and streetwear.

The campaign also includes a series of gift guides curated by the celebrities, offering shoppers recommendations based on their sporting interests and personal style.

Frasers Group chief executive Michael Murray said: “Christmas is our biggest trading moment of the year, and our first-ever brand exclusive Christmas ad with Nike is a powerful example of the Elevation Strategy in action.

“Featuring world-class athletes like Erling Haaland, Unwrap Potential brings the strength of that partnership to life in what promises to be our most impactful Christmas campaign yet.”

Nike EMEA vice president and general manager César García added: “Sport has the power to change how we see ourselves and what we believe is possible.

“Our partnership with Sports Direct is built on a shared ambition to bring more people to sport.”

The campaign will also be promoted across Sports Direct’s UK stores through Frasers Group’s ELEVATE retail media network, which reaches more than 32 million customers through digital screens, connected television and outdoor advertising.

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