NEW JD CAMPAIGN: 286 VOICES. 286 STORIES. Shot entirely on mobile phone by young people across the world, JD’s new Christmas campaign is a raw portrait of a generation moving Forever Forward.
JD, the leading retailer for youth fashion and sportswear brands unveils its 2025 Christmas campaign, ‘Where are you going?’ – a raw, self-directed portrait of youth culture shot entirely on mobile phones, by the people shaping it.
This year, JD hands over the camera and creative control to young people themselves. No rigs. No sets. No lighting crews. Just 286 individuals from around the world capturing life exactly as they see it. Vertical. Unfiltered. Real.
At a time when headlines try to label today’s youth, ‘Where are you going?’ celebrates a generation that refuses to be put in a box, showing the energy, emotion and individuality that drives them forward. From chasing platinum records to smashing exam results, the campaign is a candid snapshot of ambition and connection seen through the lens of those living it. Every story began with the simple question, ‘Where are you going?’ and the film’s voiceovers provide the answers with raw and relatable honesty, revealing the world in motion.
One voice says ‘I want to be famous. If that doesn’t work, I’ll just become a pharmacist.’ Another admits ‘You can fail, you can make mistakes…but really, who cares’. Someone else confides ‘I’m scared we’re not going to be friends in 10 years’, while another adds ‘I wanna have fun, times are changing – you get me’.
Whether it’s building a business or backing their crew, together these voices paint the picture of what it really feels like to be young in today’s society, and every response moves the same way. Forever Forward. Among the hundreds of real moments that make up the campaign are a few familiar faces, captured not as celebrities, but as part of the same world they’ve helped shape. Each scene offers an authentic, real-life glimpse of who they are when the camera is handed over to them.
Cole Palmer is caught having his picture taken with a group of fans who jokingly point out the camera is the wrong way round in true gen-z spirit. Nemzzz is in the club with his crew, while Jade Thirlwall laughs between takes in the studio. Paddy the Baddy mentors the next generation of talent in a local community gym and Myles Lewis-Skelly hits the tennis courts with a pal, a sport he’s played since he was young. Stillryan hits the streets, mic in hand and Skye Newman rides with a friend, music up – all revealing the kind of spontaneous, joyful moments that could live in anyone’s camera roll.
These portraits sit alongside hundreds of others from real young people across the world, filmed from Tokyo to Berlin and beyond. Together, they form a global gallery of youth today. The campaign is an evolution of how JD tells its stories, giving equal weight to talent and community, because every story deserves to be seen.
Neil Corrie, Marketing Director at JD, says: “Young people today don’t need to be told who they are, they’re already showing us. JD’s ‘Where are you going?’ isn’t about them, it’s made by them. It’s their voice and their direction. This is youth culture, not as a trend to follow, but as a movement to believe in”.
Presented in the familiar language of a phones photo album, the campaign blends film and stills into a living gallery of real moments. Honest, close-up and full of life, it captures what happens when you give young people control of their own story and the world a reason to watch.
Because JD doesn’t define the culture. They do.
The JD ‘Where are you going?’ Christmas campaign features exclusive product drops available online at jdsports.co.uk and in stores across the UK.
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