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JD celebrates its iconic duffle in Forever Forward Xmas campaign

JD Sports has revealed an emotive Christmas campaign, using its duffle bag to celebrate youth culture.

A step change from its previous ads, it still uses well known influencers, but Forever Forward is described as a celebration of “creativity, resilience, and passion, aimed to empower and inspire the next generation.”

Directed by Amara Abbas at Iconoclast and written by Uncommon Creative Studio, it focuses on the JD duffle bag, which is ubiquitous in British youth culture and has been so for more than 25 years. 

This is marked by the soundtrack for its TV campaign being ‘Sweet Harmony’.

“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,” explained Chris Waters, EU Marketing Director, JD.

“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”.

It will launch in-store and on the high streets this month, with the TV campaign debuting tonight. 

The JD duffle will be recreated and brought to life through a series consumer digital and in-store experiences. 

The full cast-list of the film includes Ants Live, Cat Burns, Central Cee, Chunkz, Darkest Man, Davido, Ella Toone, Joy Crookes, Kano, Mar Lucas, Nia Archives, Omar Montes, Ronisia and Sturdy Off.

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