Today JD Sports has unveiled its highly anticipated holiday campaign. With a host of familiar faces including Central Cee, Maya Jama, Trent Alexander-Arnold, Chunkz, AJ Shabeel and many more, the wholesome campaign looks to honour found family, emboldening a modern interpretation of community for an evolving holiday season.
Alongside a scrapbook style image campaign, JD has created a short film called ‘JD: Family Portrait’, which follows five iconic British talents as they bring their own vision of family, and their own authentic, real life connections to the season. Central Cee stands out as a key figure in the campaign, bringing three lifelong friends along for the ride, Maya Jama brings her younger brothers Che and Omar along with their mum Sadie. Paddy the Baddy brings his wife and twin daughters, while Trent Alexander-Arnold brings his niece, brother and friends including Chunkz, Niko Omilana, AJ Shabeel, Sharky and KingKennyTV.
Set to a bespoke mix of ‘Wanna’ by Jamie XX, the campaign is heartwarming and powerful, the track emboldening the emotional impact of each scene.
Chris Waters, UK & EU Marketing Director at JD, comments: “Our JD ‘Family’ campaign honours not just the families we’re born into, but also those we choose along the way. At this time of year, the essence of family is woven into everyday life, and our campaign seeks to highlight the authentic connections and lived experiences of all forms of family. As the leading retailer in sports fashion and lifestyle, JD proudly showcases this year’s incredible talent alongside their families, celebrating the bonds that truly matter in moments that represent them.”
As the festive season approaches, JD welcomes all customers and followers to download the JDSTATUS App, to bring the campaign to life in store via ‘JD House’ photo booths with their own family. Those who share these images on socials and tag both @JDSports and #JDHOUSE will be in with the chance to win an incredible £1,000 JD gift card tpo spend this holiday season.
UK LOCATIONS AND DATES:
Westfield Stratford 16.11.24 – 17.11.24
Bluewater 23.11.24 – 24.11.24
Metrocentre 30.11.24 – 01.12.24
Glasgow Braehead 07.12.24 – 08.12.24
Dublin Dundrum 14.12.24 – 15.12.24
Manchester Arndale 21.12.24 – 22.12.24
The JD ‘Family’ Christmas campaign will launch on the JD YouTube and across digital channels from Friday 15th November at 8am GMT, with exclusive product drops available online at jdsports.co.uk and in stores across the UK.
Check out the campaign above and some exclusive imagery from JD’s holiday event this week at House Party in Soho.
Photography: Haruki
