JD Sports partners with Love Island as official activewear brand

Sportswear giant JD Sports has announced a new partnership with ITV2 and ITV Hub's hit series Love Island, serving as its official activewear brand.

As part of the partnership, the retailer will provide all the activewear for this year’s show. It will also host a dedicated Love Island hub online, where customers can shop the look and order personalised items including caps, backpacks, towels and face masks.

The brand will also become the official partner for the Love Island podcast and will launch a new YouTube content series.

Peter Cowgill, Executive Chairman of JD Sports, said: “Love Island is a cultural phenomenon and the must-see event of the summer. As a brand, we’re always looking for new and dynamic ways to connect with and entertain our audience and we know that Love Island will sit at the heart of their TV schedule for the coming months, so it’s absolutely a natural partnership fit.

“We’re proud to be partnering with ITV on this series of the show and look forward to seeing the response from our customers to the multitude of activities we have planned throughout the summer.”

Simon Daglish, Deputy Managing Director of Commercial ITV, added: “JD Sports and Love Island are natural partners who share the same values, audience and tone of voice. So it is a wonderful opportunity for us to work closely together and produce a partnership which naturally integrates into what will be the entertainment event of the summer.”