‘It’s no secret we had a perception issue’: How Sports Direct is using Christmas to boost its brand

Sports Direct has been on a mission to change perceptions over the past four years, with its top marketer – and first-ever CMO – saying its brand-building efforts are continuing to move the dial.

However, while consumer perceptions are improving, Beckie Stanion, who was promoted to CMO of parent company Frasers Group last summer, says the retailer still has a way to go, describing it as a “journey”.

As part of this drive, Sports Direct has launched its fourth Christmas ad since ramping up its focus on brand.