Sports Direct "School starts here" by MOX

Sports Direct is launching a back-to-school campaign fronted by TikTok stars Ollie Ball and Jacob Pasquill.

Created by MOX, the £2.5m campaign includes 30- and 60-second films, directed by Joao Retorta through Bullion Production, that depict the importance of community and groups for children. They go live today (29 July) during ITV's Love Island.

The campaign, which will be running across TV, out of home and social media, and supported by in-store activations, showcases Sports Direct's new look and positions it as the go-to destination for all back-to-school needs.