JD Sports has released a star-studded Christmas campaign.
The sports fashion retailer said that “Family” was about stripping back the decorations to reveal what was important and focusing on authenticity.
“Our JD ‘Family’ campaign honours not just the families we’re born into, but also those we choose along the way,” explained Chris Waters, UK & EU Marketing Director at JD.
“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.”
It stars Central Cee, Maya Jama, Trent Alexander-Arnold, Paddy “The Baddy” Pimblett and Beta Squad all featuring with their real-life families and closest connections.
The ad is soundtracked by a bespoke edit of Jamie XX’s “Wanna.”
It’s part of JD’s Forever Forward messaging, which launched with last year’s Christmas campaign.
The ad premieres today on its own channels, before going live across digital tomorrow.
It was created by Uncommon Creative Studio and directed by Elliot Power and Samaneh Aminzadeh from Love Song.
