It’s in the bag this Christmas: JD ‘Forever Forward’ celebrates over 25 years of the iconic JD duffle, cementing its unrivalled status in British youth culture.

Today JD, the leading retailer for youth fashion and sportswear brands, launches its 2023 Christmas campaign ‘Forever Forward’ – a celebration of creativity, resilience, and passion, aimed to empower and inspire the next generation. JD recognises the impact and influence young individuals have in shaping the future, and ‘Forever Forward’ is a tribute to their unwavering spirit of encouraging self-expression, embracing uniqueness, and relentlessly driving positive change.

In this year’s campaign, it’s the iconic JD duffle bag that proudly takes centre stage, celebrating its ubiquity in British youth culture for over 25 years – how it has travelled and progressed with young people at each phase of growing up. How the JD duffle has always been the original Bag For Life. 

For generations, JD has meant so much more than just the latest trainers, training kit or trackie. For UK youth, it’s a status symbol. Bag across the chest on the first day of school, letting others know what makes them, them. Through its durability, functionality, and ever-evolving design, the JD duffle has powered resilience and forward-thinking. It has accompanied athletes, artists, creators, and adventurers on their remarkable journeys, carrying their dreams, passions, and aspirations along the way, serving as a strong reminder that possibilities are limitless.

Soundtracked to the timeless classic ‘Sweet Harmony’ by Liquid, the campaign film “The Bag For Life”; is a dynamic love letter to culture, the people that make it, and the bag that carries it forward. Rooted in authentic, relatable, real-life scenarios of JD consumers – from a first kiss, to kickabouts on the street and hangs with mates – the moments where the JD duffle has been ever-present.

Featured in the campaign are fourteen well-known faces whose collective impact transcends boundaries, empowers communities, and shapes the cultural landscape that we are living in today. The eclectic line-up of youth superstars defining sport, entertainment and music all bring inspiration to the next generation, treating them with a reality that collapses the distance between them and the streets, to serve JD consumers with a reminder to embrace their potential during the most wonderful time of the year. 

The spot sees Central Cee in a JD store picking up something fresh. Sturdy Off shamelessly vibing during a freestyle dance. Davido, Ronisia and Ella Toone make appearances before a couple of young sneaker heads return home to greet their parents. Kano celebrates at a typical Christmas feast with his actual family, who he requested be cast in the spot specifically to give the realism and authenticity that the campaign is all about.  Ants Live rides a horse at Vauxhall City Farm. A group of lyricists spit bars in a huddle. Cut back to Cench as he freestyles at a pirate radio session.

The action begins to move in slow motion as the camera finds Joy Crookes feeling the music at a Nia Archives rave. And then the visuals speed up as the song drops, and we see young adults raving, horses rearing, lovers kissing under streetlights and friends sharing special moments.  Chunkz & Darkest crack each other up whilst chilling on the front steps of a block of flats. Mar Lucas laughs playfully and Omar Montes makes his way down the street, phone in hand. Cat Burns grabs some food on the way home from a night out. Two boys play video games late into the night, banter bouncing off the walls. 
From the past to the present, to the future and forever. This year’s Christmas campaign is an ode to this generation’s momentum, inspiring the next. Having travelled forward with youth for 25 years as the bags on their backs, JD remains dedicated to empowering youth culture and propelling the next generation towards their ultimate aspirations.

Chris Waters, EU Marketing Director, JD, comments: “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”.

‘Forever Forward’ launches in JD stores, shopping malls and high streets this November, serving up all the sports fashion essentials this Christmas. The iconic JD duffle will be recreated and brought to life through a series of fun consumer digital and in-store experiences. For more information stay tuned to JD’s social channels @Jdsports.

The JD Christmas campaign will be aired from Friday 10thNovember, with exclusive product drops available online at jdsports.co.uk and in stores across the UK. 

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