Retail giant John Lewis Partnership has announced one of the most unusual partnerships in British sport and retail – signing footballer Lenell John-Lewis ahead of what the company is calling a “huge summer of sport”.
The campaign, launched this week by John Lewis Partnership, plays on the striker’s surname and the long-running chant from fans: “his name is a shop!”
Mr John-Lewis, currently playing for Boston United, has become something of a cult figure in non-league football thanks to both his performances and his instantly recognisable surname.
According to the retailer, the “signing of the century” follows months of tongue-in-cheek “transfer rumours” linking the player with the department store chain.
The partnership will see John-Lewis front a campaign focused on at-home sports viewing, with the retailer promoting televisions, sofas and home entertainment products ahead of a packed summer sporting calendar. Research commissioned by the company found that 58 per cent of UK viewers expect to watch most matches from home rather than in pubs or stadiums.
Mr John-Lewis said: “It feels surreal to me to have heard this chant my whole career, and now to be signed by the actual John Lewis… it’s mad, and I love it.
“This summer is going to be packed full of amazing sporting events, and I’m buzzing that ‘The Shop’ and the shop are finally teaming up to help people create the perfect set up for hosting friends and family – as that’s what it’s all about.”
John Lewis Brand Director, Rosie Hanley said: “This year, more people are choosing to watch football from home, so expectations around the viewing experience are at all time high. We’re making it easier than ever to bring the football home, offering everything fans need to create the ultimate set up under one roof. With visuals sharp enough to rival a VAR check and sound so immersive you’ll feel like you’re right in the stadium, we want to bring fans closer to the action this summer.”
Now 36, Mr John-Lewis has enjoyed a lengthy football career spanning clubs including Lincoln City, Grimsby Town, Shrewsbury Town and York City before joining Boston United.
For John Lewis, the campaign is another example of the retailer leaning into humour and culture-led marketing as it looks to modernise its image and connect with younger audiences. The business has recently invested heavily in store upgrades, hospitality partnerships and experiential retail as part of a wider transformation strategy.
While no actual transfer fee exchanged hands, the collaboration may still go down as one of the most perfectly matched partnerships of the year.
Stay ahead in the Electrical Retail Industry
Never miss a beat in the world of electrical retail. Subscribe to our weekly newsletter for the latest industry news, insights, and trends – delivered straight to your inbox. Plus, receive ERT Magazine 10 times a year, bringing you the latest analysis, insights, and inspiration from across the industry.
Subscribe now: https://ertonline.co.uk/
