Need help finding the perfect gift for someone sporty? Sports Direct and Nike have come to the rescue, with help from Erling Haaland, around Athlete Intelligence – an elite team of sporting and cultural stars helping shoppers spot someone’s potential and find the gift to match.

In the campaign, Unwrap Potential, created by independent creative agency, Chaos x Magic, the Manchester City and Norway striker will inspire gifts for budding footballers and future goal scorers; Olympic sprinter, Dina Asher-Smith, will focus on aspiring runners and those ready to find their pace; England captain, Leah Williamson, will champion gifts for the next generation of footballers; rugby star, Henry Pollock, will spotlight gifts for sports enthusiasts and emerging talent; while British rapper, Aitch, brings his own take on trainers, streetwear and gifts for the style-conscious.

The team is bringing their expertise to Christmas shopping through a series of talent-led gift guides, helping shoppers find the right present for the people they know and love. The guides will offer inspiration across sport, style and self-expression, helping shoppers choose presents that reflect who someone is today and who they could become. 

The idea is presented in a 60-second hero film, directed by Tyrus Hill through Park Pictures.

Unwrap Potential celebrates the ability to spot a spark in someone and find the gift that could help them unlock it. While most gifts say, “I know who you are”, the best say, “I see what you could be”, the campaign promises.

Michael Murray, chief executive officer of Frasers Group, the parent company of Sports Direct, commented,“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.” 

César García, VP/GM, Nike EMEA, 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. Together, we want to inspire the next generation to discover their potential and show how something as simple as the right gift can be the start of something bigger.”

Unwrap Potential will run across TV, social, digital, out-of-home advertising and Sports Direct stores, supported by shorter edits and a wider suite of campaign assets. The talent-led gift guides will extend the campaign beyond the screen, giving shoppers practical inspiration for their Christmas shopping. 

In addition, the campaign will be amplified in Sports Direct’s stores across the UK through ELEVATE – Frasers Group’s comprehensive retail media network with an audience of over 32M customers – spanning digital screens, connected TV (CTV), and out-of-home advertising.