John Lewis signs the striker whose name has always been a shop
John Lewis has signed a footballer.
The retailer has officially partnered with Boston United FC striker Lenell John-Lewis, the man whose name has followed him around every ground in the National League, courtesy of the chant: “his name is a shop!”
The move is timed around a summer of major football tournaments and backed by new research from John Lewis showing that 58% of UK fans plan to watch the majority of games at home.
That shift is driving higher expectations: 81% say a high-quality TV set-up is essential when hosting, yet one in six admit their current set-up feels more subs bench than stadium-ready.
John-Lewis — known to fans as “The Shop” — will be active on social channels answering matchday queries, helping fans navigate everything from TV specs to surround sound.
It’s a neat piece of brand awareness from John Lewis, and agency Earnies – leaning into cultural currency while flogging big tellys.
The research also found that nearly 80% of fans have missed a key moment watching football in a pub — most often because of noise drowning out commentary (43%), blocked screens (35%) or long bar queues (32%).
Lenell John-Lewis said: “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.”
John Lewis Brand Director Rosie Hanley said: “We want to bring fans closer to the action this summer — with visuals sharp enough to rival a VAR check and sound so immersive you’ll feel like you’re right in the stadium.”
