Sportswear brand JD Sports is celebrating the multi-cultural and endlessly multi-faceted British youth culture of 2023 with a stripped down, back-to-basics festive campaign.
Prioritising authenticity above all else, the candid film – which notably contains barely any dialogue – was developed in partnership with London’s Uncommon Creative Studio.
‘Forever Forward’ deals with important themes such as community, friendship and family through a series of vignettes providing realistic snapshots of daily British life.
“JD has always been the force behind propelling youth culture forwards, and we want to commend the unique place that the brand is fortunate enough to occupy,” JD Sports EU marketing director, Chris Waters said.
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“As the number one retailer for sports fashion and lifestyle, we’re excited to unveil ‘Forever forward’, whilst celebrating the 25th anniversary of the JD duffle being a visible icon for our audience.
“This year’s cast are all young individuals with their own innate power to shape the world around them, and JD takes pride in spotlighting this amazing talent to encourage the next generation to continually move ‘Forever forward’.”
With media planning and buying handled by Goodstuff, the campaign celebrates the retailer’s iconic yellow duffle bag which is this year celebrating its 25th anniversary.
Once again, JD’s festive ad contains a conveyor belt of big celebrity names including rappers Kano and Central Cee, singer-songwriter Cat Burns and YouTuber Chunkz.
