Andy Devaney
Sports Direct has just kicked off its biggest play yet in the world of women’s football – and it’s anything but a quiet jog around the block.
The retailer’s new Legacy Starts Here campaign has dropped ahead of what promises to be a seismic summer for the game, putting names like Lucy Bronze, Grace Clinton, Guro Reiten, Sandy Baltimore, and Jill Scott at the heart of its nationwide spotlight.
The campaign isn’t just about marketing—it’s a rallying cry. With England’s Lionesses gunning for a historic second consecutive European title, Sports Direct is harnessing the growing energy surrounding women’s football to bring its message to every park, pitch, and playground in the country.
“‘Legacy Starts Here’ captures the energy, ambition and unstoppable drive of women competing in football today,” said David Clark, Chief Customer Officer of Frasers Group.
“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.”
At the heart of the campaign is a grassroots-style game of park football filmed in London—no overblown stadium, no VIP boxes, just a proper kickabout where legends mingle with rising stars.
The action starts with Grace Clinton, England and Manchester United’s midfield maestro, calling a bystander into the game, setting the tone for the street-level magic to come.
Then there’s Chelsea’s Sandy Baltimore (PUMA) and Guro Reiten (adidas), teaming up with Hashtag United’s Freda Ayisi to show off a few moves that would make Cruyff blink.
The Kmita Twins bring their trademark energy to the broadcast booth, while Lucy Bronze—now a two-time Sports Direct campaigner and Nike ambassador—leads her side to a symbolic win. It’s punchy, playful, and packed with moments that nod to women’s football history without veering into nostalgia for nostalgia’s sake.
Naturally, Sports Direct isn’t just showing off its talent roster; it’s putting its gear front and centre. The campaign highlights top-tier kit like the England Nike shirt, adidas F50 Sparkfusion boots, Nike’s Phantom Fear Nothing Pack, the official adidas EURO 2025 football, PUMA’s Brilliance Pack designed specifically for women, and a range of retro jerseys from Score Draw. If you’re looking to dress like a legend—or just someone who kicks around with one—it’s all on the table.
But it’s not just style over substance. Legacy, for Sports Direct, means action. That’s where the Monster Kickabout comes in—an ongoing initiative run in partnership with Nike, which provides free football equipment and resources to schools across the UK and Ireland.
The mission? Get more children, especially girls, moving and playing for at least 60 minutes a day. It’s about turning today’s PE lesson into tomorrow’s training ground.
With its Legacy Starts Here campaign, Sports Direct isn’t just selling football boots or jerseys. It’s selling belief—the idea that greatness starts with a kick in the park, a borrowed ball, and someone saying “you’re in.”
Watch the full campaign video produced by Fresh Base and directed by Elliot Simpson on Sports Direct’s YouTube channel.
