Updated: Nov 22, 2021

Sports Direct took advantage of the latest interactive and shoppable formats to deliver a spectacular Christmas campaign video.

The iconic retailer featured some of the UK's biggest sportsman in an epic shoppable show down including, Jack Grealish, Emma Raducanu, Maro Itoje and more. The brand used Smartzer's cutting edge interactive video technology to allow viewers to shop their favourite influencer's outfit straight from the video.


Video interactivity enabled viewers to click to explore a range of looks. The immersive, entertaining and dynamic content was elevated by including the viewer as an active participant. The video was seamlessly integrated into the sites Ecommerce landing page and reflected the Sports Direct branding. Viewers could click on product hotspots to bring up product information and direct links to buy. They could also browse all of the videos featured looks in a shoppable carousel alongside the video.


Sports Direct created an interactive video piece that resulted in the following features:

  • Clickable hotspot technology with product information

  • Group popups with the celebrities full look to buy

  • Buy Now call to action with a direct link to the product display page

  • Colour option drop down

  • Shoppable side bar with all of the featured looks

  • Replay screen with all the featured products to give the customer a final chance to buy

  • Influencer marketing techniques to drive sales this Christmas

  • Seamless landing page integration

  • Custom player design to reflect the Sports Direct branding

Watch the shoppable video!


Sports Direct demonstrated how video interactivity can transform the Christmas shopping experience. By combing phenomenal influencer marketing strategy with clickable exploration, the brand made the viewer feel as though they were a part of the video. The direct shopping links to product display pages shortened the path to purchase. This reduced the amount of time spent looking for items and driving shoppers quickly down the purchase funnel. Using shoppable formats for the Christmas shopping period transforms Ecommerce into an enjoyable and highly engaging activity.