JD Sports has launched its new brand identity, to celebrate youth culture.
Forever Forward has been created by London agency, Uncommon, with F37 Foundry behind the 10 degree angle of the bespoke font (to signify forward momentum).
While Forever Forward has appeared on JD marketing since 2023 with its Bag for Life-orientated Christmas campaign, this consolidates that message across its global portfolio of 38 markets.
READ MORE – A surprise entry for Christmas Advert of the Year 2023?
“Since our partnership with Uncommon began, we’ve loved how they’ve always pushed and challenged us to think differently,” said Louisa Craggs, Head of Brand at JD Sports.
“This new brand platform is the perfect example of the studio truly understanding our mission and our place within youth culture, with every last design detail so carefully considered, and the end result is better than we could have imagined.”
READ MORE – Goodstuff and Limited Space launch flagship JD store with world’s largest duffle bag
Uncommon’s ECD, Benny Everitt added:
“JD Sports has always been a brand at the forefront of youth culture, but with its rapid global expansion, it needed a cohesive visual identity to bring this to life globally.
“Working with brands at a pivotal moment of change is our heartland, and we’re excited to see ‘Forever Forward’ live in the world across all physical and digital touchpoints, a true representation of JD Sports’ ambitions to drive self-identity forward among this audience.”
The roll out will take place across retail, OOH, social and ecommerce over the next few years.
