Creative agency, The General Store, has unveiled a Father's Day campaign for sports retailer, Rebel. The campaign, dubbed 'Thank Dad For Being On Your Team', draws inspiration from the spirit of fatherhood and the significant role dads play in their children's sports and life.

The campaign features a hero film that blends cinematic shots with slice-of-life snapshots, showcasing dads performing acts for their children in and around sport. The campaign is being rolled out across digital media, social channels, and in-store experiences.

The film was directed by Michael Gupta, who has previously worked with clients such as Asics, Forbes, and YES23. The General Store, established in 2012 by Matt Newell, specialises in retail strategy and innovation.

Marcus Tesoriero, Chief Creative Officer at The General Store, said, "Dads express their love in many more ways than a hug. Quite often, they say it with sport. This campaign is an opportunity to thank dads for their relentless support and to recognise the huge, daily impact they have on their children's lives."

Rosemary Martin, General Manager of E-commerce and Marketing at rebel, expressed her pride in the campaign, stating, "At rebel we are proud to shine a light on the powerful role that sport plays in the daily triumphs of dads everywhere. The General Store has drawn on their expertise, from concept to execution, bringing this work to life in its entirety."

Sophie Lander, Managing Director at The General Store, added, "We wanted to show how dads can be the unsung heroes, turning daily challenges into triumphs. This campaign aims to capture the essence of fatherhood, highlighting the resilience, dedication, and support that dads provide, day in and day out."

Results from the campaign have not yet been released.