Erling Haaland and rapper Aitch lead a star-studded cast in Sports Direct's 2026 Christmas advert, Unwrap Potential, as the high street chain competes with John Lewis, Lidl and Argos in the festive advertising race.
The campaign features the Manchester City striker alongside rising rugby star Henry Pollock, Lioness Leah Williamson and sprinter Dina Asher-Smith. The famous faces act as gift advisers, using what the retailer calls 'Athlete Intelligence'.
Star-Studded Gift Advice
The 60-second advert opens with an uncle searching for the perfect present for his niece, unaware that a team of sporting stars is on hand to ensure the right choice is made. Aitch also turns to the athletes for help finding a gift for his sister.
Haaland takes the hot-seat before recommending a pair of his Nike Phantom 6 Low football boots.
Campaign Reach and Partnership
The advert will be shown in 900 Sports Direct stores, as well as on television and across social media, with the slogan 'Spot the potential. Find the gift to match. See what happens.'
Nike vice president and general manager César García said: "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."
Festive Ad Competition
The launch follows a flurry of festive adverts released today. John Lewis's campaign features Slow Horses star Dame Kristin Scott Thomas as grandmother Gloria, who, with the help of Pickles the dog and a vintage Little Snoopy Pull Along Toy voiced by comedian Paul Whitehouse, decides against giving envelopes of cash. She presents her grandchildren with a key to a 'Gran Cave' complete with sparkling lights, disco balls and a record player.
John Lewis says this year's campaign has been made with the cost-of-living crisis in mind, as all items in Gloria's fun room have either been recycled from elsewhere in her house or cost less than £100. Lidl has also entered the race with its campaign, Lidl Christmas Everybody, featuring EastEnders actor Shaun Williamson leading a festive sing-along.
