JD careers event attracts 10,000 students as youth unemployment reaches 10-year high

Thousands of young people are taking part in a two-day immersive careers event in Manchester, part of JD Sports’ commitment to social mobility.

With 10,000 attendees, the record number of participants comes at a time when the Office for National Statistics (ONS) has reported that youth unemployment has reached a 10-year high of 16.1%, with nearly one million 18- to 24-year-olds not in education, employment or training.

Students from more than 70 schools across Greater Manchester are joining the free JD UP event, taking place today and tomorrow. The event aims to show young people how to get on the job ladder by presenting different potential career pathways in retail, highlighting roles across 28 JD departments.

JD UP is taking place at Manchester’s Central Convention Complex and will see nearly a thousand representatives of the brand speaking to attendees about topics ranging from law to finance and technology.

Young people make up most of JD’s customer base, and 60% of its employees are under the age of 25. “This is why empowering the next generation matters so much to us," said JD in a LinkedIn post.

This is not the first event of its kind that the sports retailer has hosted, with previous editions in Manchester, Madrid and London having already supported more than 17,500 young people. The next JD UP event is planned to take place US.

"I am hugely proud of this programme, it reflects our long-term commitment to social impact, which is an integral part of how we grow responsibly, build trust in our communities, and create lasting opportunity for the next generation," said Nicola Kowalczuk, Chief People Officer at JD.

This year's programme puts a greater focus on AI and technology, with JD partnering with the low-cost computing business Raspberry Pi, which provides accessible technology for educational purposes, as well as Children in Need and the Foundations of Manchester’s two football giants.

The event will also celebrate youth culture, with appearances from British live streamer and content creator Angry Ginge and the five-member streaming collective Bov Boy.

Régis Schultz, Chief Executive Officer at JD, said: "This year’s JD UP will be a blockbuster event for helping young people to get the ‘work bug’. We are convinced that our biggest JD UP event will make a real difference at a time when nearly one million young people in the UK are either not in work or education."

He added: "Young people are the cornerstone of our success, and we want to empower as many as possible with the confidence and ambition they need as they prepare for their future.”

Kowalczuk said: "At JD, we believe access to careers insight, networks and real-world exposure should never be a privilege. It’s part of our responsibility as a global brand rooted in youth culture to step up and create meaningful opportunities that unlock ambition."

She added: "The pride and fulfilment that JD colleagues feel from giving back is immense, and that energy is felt in every conversation. From practical guidance on apprenticeships and work experience, to honest discussions about post-school pathways and long-term career development, the response from young people has been incredibly positive."

JD Sports Fashion announced yesterday that it intends to return a further £200 million of capital to shareholders through share buybacks in its full financial year of 2026/27, following on from last year’s £100 million share buyback programme.