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Emma Raducanu is revealed as the star of Sports Direct’s Christmas campaign

Teen tennis sensation Emma Raducanu confirms her status as a household name as she is revealed as the face of Sport Direct’s £6million Christmas campaign

  • Emma Raducanu today further cemented her place as a household name when she was revealed as the face of Sports Direct’s 2021 Christmas campaign
  • Photos from the campaign show Emma dressed for summer sports in blue trainers leaning against a car with the matching ‘SD XMA5’ license plate
  • Britain’s top sports stars including Jack Grealish, Jordan Pickford, Katarina Johnson-Thompson and Jessica Ennis-Hill also star in the ad


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Emma Raducanu solidified her position as a household name today when she was revealed as the face of Sports Direct’s 2021 Christmas campaign.

The teenage tennis sensation, who captured the hearts of the nation with her unexpected victory at the US Open in September, is joined by Euro heartbeat Jack Grealish and a slew of top young British sports stars in the ad.

The 18-year-old from Bromley, who looks like a sensation in tennis whites, frolicking in the snow and hitting snowballs with her tennis racket in a whopping £6million campaign, cheekily joking ‘new balls please’ while being pelted in a snowball fight.

Photos from the campaign show Emma, ​​dressed for summer sports in blue trainers, leaning against a car with the appropriate license plate reading ‘SD XMA5’.

Emma adds a Nike visor to the look and looks up at cameras as she poses in the snow.

Emma Raducanu solidified her position as a household name today when she was revealed as the face of Sports Direct's 2021 Christmas campaign.

Emma Raducanu solidified her position as a household name today when she was revealed as the face of Sports Direct’s 2021 Christmas campaign.

The new ad is an energetic, star-studded rally call that aims to inspire Britons to get up from the couch, get out and play sport – even when the elements are against them.

The ad launches today and debuts with flagship TV spots during Gogglebox, Taskmaster and The Big Narstie Show.

Grime artist Big Narstie also appears in the ad, which is set against the backdrop of a suburban street.

It starts with the stars of the campaign slumping in front of their TV. As soon as the snow starts to fall, the stars realize that this is the season to pull out all the stops.

One by one, they zip up, lace up and step outside, swapping couchettes and family squabbles for an epic snowball fight – all while wearing this season’s incredible new collection.

Despite her unstoppable climb to the top on the tennis court, Emma almost meets her match in the ad. She yells “new balls please” as she throws a snowball in Jack Grealish’s back.

The teenage tennis sensation that won the nation's hearts with her unexpected victory at the US Open in September is joined by European Championship heartthrob Jack Grealish and a slew of young top British sports stars in the ad.

The teenage tennis sensation that won the nation's hearts with her unexpected victory at the US Open in September is joined by European Championship heartthrob Jack Grealish and a slew of young top British sports stars in the ad.

The teenage tennis sensation that won the nation’s hearts with her unexpected victory at the US Open in September is joined by European Championship heartthrob Jack Grealish and a slew of young top British sports stars in the ad.

Elsewhere she is joined by England goalkeeper Jordan Pickford and heptathloners Katarina Johnson-Thompson and Jessica Ennis-Hill.

Who stars in Sports Direct’s £6million Christmas advert?

  • Emma Raducanu
  • Jack Grealish
  • Mason Mount
  • Fran Kirby
  • Katarina Johnson-Thompson
  • Dominic Calvert-Lewin
  • Big Narstie
  • Declan Rice
  • Anthony Watson
  • Jessica Ennis Hill
  • Andrew Johnston
  • Jordan Pickford
  • Natasha Jonas
  • Conor Benno
  • Maro Itoje

Directed by duo THE REST (Alex Motlhabane and Lewis Levi) via PULSE FILMS, the snowball fight features a series of ironic moments – including Jordan Pickford using his ball skills to hit Jack Grealish with a brutal shot from behind, Jessica Ennis-Hill dodges on masterly wise a lineup of snowball-armed players, and golfer Andrew Johnston shows off his skills by hitting a ball high above the rooftops

The sporty couple have an epic snowball fight before Emma comes out from behind a car to smash a snowball with her tennis racket, brutally slapping Grealish on the back.

Emma stunned the world in September when, just months after studying for her A-levels, she was crowned the US Open champion after beating Canadian Leylah Fernandez.

Since her win, Emma has become a brand sensation with deals with Tiffany & Co, Dior and Nike.

She has also secured her place on the A-list by attending the Met Gala in New York, where she took her place among the biggest fashion stars.

The first British woman in 44 years to win a Grand Slam singles title did not drop a set during the tournament.

Recently, the society bible Tatler called her the most suitable person in Britain.

Emma Raducanu (18) attends the 2021 Met Gala on September 13, 2021 in New York

Emma Raducanu (18) attends the 2021 Met Gala on September 13, 2021 in New York

Emma Raducanu (18) attends the 2021 Met Gala on September 13, 2021 in New York

Emma Raducanu present at the "No time to die" World Premiere at Royal Albert Hall on September 28, 2021 in London

Emma Raducanu present at the "No time to die" World Premiere at Royal Albert Hall on September 28, 2021 in London

Emma in the photo, during training US Open Championships 2021

Emma in the photo, during training US Open Championships 2021

Emma attends the “No Time To Die” World Premiere at the Royal Albert Hall in London on September 28, 2021 (left) and right, during the 2021 US Open Championships practice

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