oioi@moxlondon.com

Netil House Studio 3
1 Westgate St.
London E8 3RL

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Going Back to School
with Sports Direct

We’re giving young people the platform to flex everything they’ve learned and missed most in lockdown. Featuring real schools, real clubs, and real friends, this was a chance to make Back to School their major moment.

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‘School Starts Here’ celebrates the vital role of sport in the Back to School experience. We knew from our research that sport is where young people feel their most confident. It’s where they can find their personality and what sets them apart. And when surrounded by friends, they really feel invincible.

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Back to School means back into team sport, group activities and competitions. The school day routine is filled with motivating sporting moments—brought to life by our football, netball, basketball, and athletics crews.

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Articles and crew

Director Jaoa Retorta
Photography Seb Barros
Stylist Name Surname

Incorporating UGC from our crews gave it that truly authentic feel and energy, while TikTok stars like Ollie Ball and Jacob Pasquill brought that distinct Sports Direct candidness and irreverence. The campaign won a Shark Award for our crews/casting.

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