The campaign features well-known figures from the world of sports, entertainment, and music, inspiring the next generation including: Kano, Central Cee, Cat Burns, Ants Live, Ella Toone, Nia Archives, Davido plus many more. It’s an ode to this generation’s momentum, encouraging youth to embrace their potential.
For Christmas 2023, ‘Forever Forward’ celebrates the iconic JD Duffle Bag by placing it at the heart of the campaign, which celebrates 25 years of it being ever-present in British Youth Culture.
This year’s advert is a dynamic love letter to British youth culture – the people that make it, and the bag that carries it forward. Rooted in authentic, relatable, real-life scenarios of JD consumers – from a first kiss, to kickabouts on the street with mates – the moments where the JD duffle has been ever-present accompanying athletes, artists, creators, and adventurers on their remarkable journeys, serving as a strong reminder that possibilities are limitless.
Central Cee, Chunkz, Kano, Davido, Ants Live & Cat Burns in the JD Sports Christmas advert. Probably their best one yet 🎄👟 pic.twitter.com/NSJkrk2E6s
— 9bills (@9bills) November 10, 2023
“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. 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”.
Chris Waters, EU Marketing Director, JD,
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