Global multi brand retailer and iconic sporting powerhouse, JD, are spreading the love this Christmas with their new heart-felt campaign centred around the magnitude of family and connection, and this year, JD’s festive message is a simple one: in a world where families come in every shape, size and form, it’s the bonds we forge that really matter.
With their well-known, compelling, and industry-leading innovation, JD have flawlessly provided customers with unrivalled access to the finest brands for decades. Through combining internationally recognised names with own-brand labels across sports, fashion and outdoor all while keeping quality at the centre, you’ll be hard pressed to find someone who hasn’t heard of JD. However, now focussing their attention on celebrating giving and togetherness, JD’s Christmas campaign and advert, titled ‘Family’, heroes a contemporary expression of what family means in 2024, stripping back the decorations commonly associated with the festive period to reveal what’s really important.
Whether it’s the family we’re born into or the friends we choose, the campaign highlights the moments of togetherness that matter most, also highlighting how different forms of family make the festive season special for communities around the country. It is these celebrations of differences that make these moments vibrant, the diversity of modern families and honouring family in its broadest sense is the true essence of Christmas spirit that JD is sharing with us.
The JD film, ‘JD: Family Portrait’, heroes five iconic British talents, each bringing their own authentic, real-life family connections to the forefront, providing a special insight into the private moments that matter most. Central Cee is joined by three lifelong friends who have been there for him since day one, while Maya Jama and her two younger brothers are battling it out for the front seat of their mum’s car. Paddy the Baddy’s Christmas is a little different, as he, his wife, and their twin daughters enjoy a family feast at his favourite Chinese restaurant in Liverpool. While Trent Alexander-Arnold shares the screen with his niece and brother, Beta Squad – a collective that features best mates Chunkz, Niko Omilana, AJ Shabeel, Sharky and KingKennyTV, show a completely different take on what family can mean, with jokes headlocks, laughs and kick-abouts, joined by Chunkz’ nephew.
But the real stars of the ‘Family’ campaign are the everyday moments that keep us going and push us forward. From the two best mates sharing homemade sandwiches and family playfights in a crowded kitchen, to the late-night shifts with colleagues-turned-friends at the 24-hour petrol station, and two pals cruising to a rave, the feelings of togetherness and connection are clear. Every smile, look and embrace are brought to life by a new bespoke edit of Jamie XX’s hit song “Wanna” – a powerful melody that enhances every emotion shared.
Chris Waters, UK & EU Marketing Director at JD, comments:
“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.”
As well as the heartfelt message, JD are continuing to spread the joy with their festive retail competition encouraging people to share special moments with their own family. To get involved, in-store, customers who have the JDSTATUS app will be able to bring the campaign to life by visiting the ‘JD House’ photo booth to capture images with their own Family. Those who post their photo booth images on social tagging @Jdsports and #JDHOUSE will be in with the chance of winning an incredible £1000 JD gift card to spend on their favourite sports fashion essentials this Christmas.
UK LOCATIONS AND DATES OF THE JD HOUSE:
Westfield Stratford 16.11.24 – 17.11.24
Bluewater 23.11.24 – 24.11.24
Metrocentre 30.11.24 – 01.12.24
Glasgow Braehead 07.12.24 – 08.12.24
Dublin Dundrum 14.12.24 – 15.12.24
Manchester Arndale 21.12.24 – 22.12.24
The JD ‘Family’ Christmas campaign launched on the JD YouTube and across digital channels on Friday 15th November, and with exclusive product drops available online at jdsports.co.uk and in stores across the UK, JD have your Christmas spirit as well as your wish list covered.
Words By Isobel O’Connor
