Sports Direct wanted to shift perceptions with consumers and brands alike, and COPA90 were appointed as their strategic partners across all football output. Starting with their 360 Euros campaign - TV, OOH, digital, influencer, in-store.

The brief was to get Sports Direct front of mind for all football lovers as the Euros approached. We got all the football evangelists on side by creating an antagonist in the form of ‘Dave’ - a guy who thinks football is ‘Just a Game’. That allowed us - through the imposing figure of Eric Cantona - to wax lyrical about all the reasons why football is much more than a game.

Launching on TV during the UCL final, and rolling out across the euros coverage on ITV, it was a feel-good whirlwind ride through everything that makes football great. Featuring Jack Grealish, Bruno Fernandes, Trent Alexander-Arnold, Jordan Nobbs, James Maddison, Jordan Henderson, Melanie Leupolz, Harry Maguire and Jamie Vardy alongside community talent from Baiteze, Forest Green Womens, Iqra Ishmail and more.