JD Sports writes "dynamic love letter to British youth culture" with Christmas campaign
JD Sports has described its Christmas campaign, Forever Forward, as a "dynamic love letter to British youth culture", which celebrates 25 years of its distinctive and ubiquitous duffle bag.
The sports retail giant says the campaign is a "celebration of creativity, resilience, and passion, aimed to empower and inspire the next generation" with its duffle, dubbed the "original bag for life" taking centre stage.
Soundtracked to the timeless classic ‘Sweet Harmony’ by Liquid, the campaign film “The Bag For Life" shows relatable, real-life scenarios of JD consumers – "from a first kiss, to kickabouts on the street and hangs with mates" - with the JD duffle ever-present.
An eclectic line-up of 14 youth superstars from sport, entertainment and music who all bring inspiration to the next generation are featured in the campaign with the intention of encouraging young people to embrace their potential.
The line-up is seen in various scenarios from shopping in a JD store. raving, hanging out on the front steps of a block of flats, grabbing food on the way home, kissing under streetlights and playing video games.
“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," explained JD Sports EU Marketing Director Chris Waters.
‘Forever Forward’ launches in JD stores, shopping malls and high streets this month, while the iconic JD duffle will be recreated and brought to life through a series of fun consumer digital and in-store experiences.
The 2023 JD Sports Christmas advert was Directed by Amara Abbas at Iconoclast and written by Uncommon Creative Studio
Full JD ‘The Bag for Life’ Cast List
- Ants Live: A trailblazing DJ, musician, and producer whose boundary-pushing beats have set new standards in the contemporary music scene.
- Cat Burns: A powerhouse singer-songwriter who harnesses the strength of her stunning vocals to captivate and uplift audiences worldwide.
- Central Cee: A dynamic rapper whose lyrical prowess and magnetic presence embody the essence of youth culture's unwavering spirit.
- Chunkz: A versatile content creator and comedian whose infectious personality has won the hearts of millions across social media platforms.
- Darkest Man: An exceptional artist, fashion influencer, and lifestyle content creator whose avant-garde approach has captivated global audiences.
- Davido: An internationally acclaimed musician, songwriter, and producer who continues to redefine Afrobeat, breaking barriers and chart records.
- Ella Toone: A European champion and Manchester United Women’s F.C attacking midfielder who is a global sporting inspiration.
- Joy Crookes: An immensely talented singer-songwriter whose soulful melodies and poignant storytelling transcends generations and genres.
- Kano: A visionary British artist, entrepreneur, and pioneer actor, showcasing the power of artistic expression and forward-thinking.
- Mar Lucas: A Spanish model, singer and social media personality with over 14 million followers on Tik Tok
- Nia Archives: An advocate for social justice, artist, and poet, whose work stands as a beacon of hope, unity, and empowerment.
- Omar Montes: A talented Spanish singer and social media personality famed for songs such as DAME and Arena y Sal
- Ronisia: A renowned French singer with over 1.5m fans on Tik Tok
- Sturdy Off: The world’s biggest sturdy dance platform
