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At Frasers Group we’re rethinking retail. Through digital innovation and unique store experiences, we’re serving our consumers with the world’s best sports, premium and luxury brands globally. As a leader in the industry, we’re elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.
Our Vision
We are building the world’s most admired and compelling brand ecosystem.
Our Purpose
We are elevating the lives of the many by giving access to the world’s best brands and experiences.
Our Principles
* Think without limits – Think fast, think fearlessly, and take the team with you
* Own it and back yourself – Own the basics, own your role and own the results
* Be relevant – Relevant to our people, our partners and the planet
Are you ready to join the Fearless?
Job Description
Sports Direct is a leading international retailer of sports and fitness footwear, clothing, and equipment. A brand driven by purpose; our mission is to use the powers of sport to champion the legend in everybody. Whatever your sport, whatever your style, and whatever your ambition, we offer the quality and choice to make everyone feel like a winner. Whether it’s football, running, training, boxing, walking, dance, cycling or swimming, we aim to serve, support, and inspire with products that bring out the best in everyone.
The past 5 years have been monumental for Sports Direct, from the elevation of our creative work and retail offering, to launching extensive purpose‑led campaigns.
The Role
We’re seeking an energetic Midweight Creative to join our in‑house creative team to shape and drive the creative vision and storytelling for Sports Direct within the retail group. Supporting our Lead Creative on campaigns, collaborations, and experiential activations that enhance brand positioning, engage consumers, and drive commercial success. Working at the intersection of Football, Running, Outdoor, Training and Lifestyle.
This role requires a deep understanding of Sports and Retail/Marketing/Advertising, linked strategically to consumer trends/insights and confidence in ‘Platform first’ creative ideation and delivery.
Key Responsibilities
* Work with the Lead Creative to define and execute the creative development for Sports Direct brand and partner creative campaigns and activations, aligning with the overall brand vision and business objectives.
* Foster strong relationships and collaborate with internal teams (Marketing, Production, Paid, Organic, e‑commerce, Retail, PR, etc.) and external creative partners to deliver high‑impact campaign executions.
* Work in collaboration with paid and social to ideate and deliver effective ‘platform first’ initiatives whilst pushing creative boundaries.
* Provide key creative input on photoshoots plus video and social production.
* Provide art direction and feedback to graphic, motion and production designers.
* Close collaboration with internal production and project teams, with ability to interrogate budgets vs deliverables to ensure the best creative output aligned with costs.
* Act as a brand guardian alongside your creative lead, ensuring brand and creative consistency across all channels, including digital, retail, partnerships, and experiential activations (fully integrated).
* Stay ahead of market trends, consumer behaviours, competitor activities and new technologies (e.g. AI, platform‑first strategies, etc.) within the Sports sector.
* Mentorship of junior creative team members.
* Manage multiple creative projects simultaneously, meet deadlines and maintain attention to detail.
Qualifications
* Proficient in creative tools and presentation tools (e.g. Keynote).
* Proven experience in a senior or midweight creative role within a sports retail/marketing/advertising environment.
* Understanding of brand storytelling, omni‑channel marketing and experiential.
* Experience in creative direction, campaign development and visual identity through a strategic lens.
* Strong idea generation, concept development and presenting skills.
* Understanding of the sporting landscape from an aesthetic and cultural perspective.
* Ability to strategically build out a campaign, based on strategic consumer insights and rationales.
Additional Information
Along with your benefits package we also offer a wide range of perks for our colleagues.
Benefits & Perks
* Frasers Champion – Peer‑nominated scheme; eight winners receive double their pay for one month when they have demonstrated fearless thinking, ownership or relevance.
* Frasers Festival – An event celebrating Head Office and Retail staff across the UK and Europe, featuring a brand village, guest speakers, evening entertainment, a fitness challenge and more.
* CEO Sessions – Quarterly sessions where 20 employees can attend, network and ask the CEO and leadership team questions about the Sports or Luxury business.
* Retail Reconnect – Each year, Head Office employees spend two days in one of our stores or the Warehouse to understand frontline operations and bring back improvement ideas.
* Frasers Fit – Free gym classes and discounted memberships; wellbeing programme supporting physical, financial and mental health.
* Retail Trust – Free access to a 24‑hour wellbeing helpline, wellness hub, counselling and financial/legal support.
Seniority Level
* Mid‑Senior level
Employment Type
* Full‑time
Job Function
* Art/Creative
* Industries – Retail
What’s Next?
Our Recruitment Team will be reviewing applications and all candidates will receive a response, whether you are successful or unsuccessful. Shortlisted applicants may be asked to confirm a few key details before being booked in for a first‑stage interview with the Recruiter – a behaviourally focused session centred around how you align with our culture and values. If successful, we anticipate two further interview stages with the Hiring Manager/wider team which will be more technically focused and could include a presentation/task so we can see your skills in action.
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