Group Workouts Are Back on in Sports Direct's New Year Camapign

With the recent success of the Sports Direct Back to School campaign, MOX recruited Bullion once again for their New Year – ‘Don’t Stop Moving’ film. Director João Retorta has returned to the helm, channelling the contagious energy of group workouts and the journey of getting back into sport in the new year.

It’s an honest portrait of what it means to start back fresh in 2022, regaining that spirit and energy left on the shelf in the weeks previous. The film encourages the audience to start moving towards their new sporting goals, while having a bit of fun in the process. As for the ones already going for it, the message is clear- ‘Don’t Stop Moving’.

Informed by his Kinsale winning work on the previous Sports Direct campaign, and central to João’s creative process, the spot carries an authentic tone. Body positivity and inclusivity are central to the ‘Don’t Stop Moving’ ethos which features at the forefront of the campaign.

Both Mox and Bullion felt that it was important to cast from real life crews in order to represent an unrivalled passion for movement and exercise, and to maintain the fluidity and dynamism that is characteristic of João’s work. Perhaps most importantly, the film pays homage to the in-between moments of a workout where camaraderie and community spirit triumph. By featuring the moments where sweat drips simultaneously or a much-needed breather is taken, the film places the authentic human elements of any workout back at the centre of the story.