JD Sports presents a “dynamic love letter to culture” for Christmas 2023. Celebrating 25 years of the iconic JD duffle bag, the campaign ‘Forever Forward’ showcases a relatable landscape of life for British youth JD ever present – from first kisses to kickabouts to hangouts with friends.
Soundtracked by the timeless classic ‘Sweet Harmony’ by Liquid, the accompanying film ‘The Bag For Life’ features an exciting cast from the JD community that includes Central Cee, Sturdy Off, Davido Ronisia, Ella Toone, Kano, Ants Live, Cench, Joy Crookes, and Nia Archives, Cat Burns, Omar Montes, Mar Lucas, and Chunkz & Darkest.
Chris Waters, the EU Marketing Director for JD, commented: “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”.
The JD ‘Forever Forward’ campaign launches this month in JD stores, shopping malls and high streets and the iconic JD duffle will be redesigned and brought to life through a series of consumer digital and in-store activations.