The 360 campaign was a crucial part of Sports Direct’s ongoing reappraisal strategy in the UK, placing the brand at the heart of progressive conversations in culture.
Amplified by the relevance and authenticity of the COPA90 Creators selected, the campaign surpassed all targets and benchmarks across social, with particular success on TikTok - a key new channel for Sports Direct in communicating with a younger audience.
What’s more, the campaign ushered in a new era of women’s football in the UK by showing the next generation of women that football is an option for them.
TikTok engagement vs. football media benchmark (0.5%)
over-delivery on expected views from Creator Network
“From our first chat with COPA90, we felt an instant connection and we knew they would be a perfect partner. None of this could have been achieved without the support, drive, friendship, good humour and a whole lot of hard work from their team."