JD Sports launches Christmas campaign with ‘Family’ theme

JD Sports has today launched its Christmas 2024 campaign under the theme of ‘Family’, celebrating giving and togetherness.

The campaign, which is now live on YouTube and across all JD channels, stars UK talent including Central Cee, Maya Jama, Trent Alexander-Arnold, Paddy "The Baddy" Pimblett, and Beta Squad, all featuring alongside their real-life families and closest connections.

From playful kitchen scenes to mates cruising to a rave, the campaign is described as "a vibrant, relatable celebration of modern family life in 2024", set a soundtrack of a new bespoke edit of Jamie XX’s hit track, ‘Wanna’.

The film was directed by Elliot Power and Samaneh Aminzadeh through Love Song, and was mostly shot on a vintage lens used for ‘Clockwork Orange’, ‘The Shining’ and ‘Fallen Angels’.

Chris Waters, UK & EU Marketing Director at JD, said: "Our JD ‘Family’ campaign honours not just the families we're born into, but also those we choose along the way. At this time of year, the essence of family is woven into everyday life, and our campaign seeks to highlight the authentic connections and lived experiences of all forms of family.

"As the leading retailer in sports fashion and lifestyle, JD proudly showcases this year's incredible talent alongside their families, celebrating the bonds that truly matter in moments that represent them."

To go with the ‘Family’ creative rolling out across JD’s UK stores, there is also a competition with a chance of winning a £1,000 JD gift card.

In store, customers who have the JDSTATUS App downloaded will be able to bring the campaign theme to life by visiting the ‘JD House’ photobooth to capture images with their own ‘Family’. Those who post their photobooth images on social, tagging JD Sports and #JDHOUSE, will be in with a chance of winning the gift card.