As the holiday season approaches, retailers are showcasing their Christmas campaigns, and leading athleisure giant JD Sports is making a statement with «Forever Forward.» This festive offering is designed to «propel youth culture forwards at every moment.»
At the core of this celebration is the iconic JD duffle bag, a symbol deeply embedded in British youth culture for over 25 years, establishing its unrivaled status. The distinctive carrier bag, recognized as the original Bag For Life, takes the spotlight in the campaign.
Set against the backdrop of ‘Sweet Harmony’ by Liquid, the campaign film is a dynamic tribute to culture, featuring individuals who shape it and the bag that carries it forward. Rooted in authentic, relatable moments of JD consumers, from first kisses to street kickabouts and casual hangs with friends, the film encapsulates the omnipresence of the JD duffle.
The campaign features 14 well-known faces, including Central Cee, Sturdy Off, Davido, Ronisia and Ella Toone, Kano and his family, Ants Live, Joy Crookes at a Nia Archives rave, Chunkz & Darkest, Mar Lucas, Omar Montes, and Cat Burns, whose impact transcends boundaries and shapes cultural landscapes.
This campaign serves as a celebration of creativity, resilience, and passion, aiming to empower and inspire the next generation. JD Sports recognizes the influential role young individuals play in shaping the future, and «Forever Forward» pays tribute to their unwavering spirit of self-expression, embracing uniqueness, and driving positive change relentlessly.
Launching in JD stores, shopping malls, and high streets this month, «Forever Forward» goes beyond the screen. The iconic duffle will be brought to life through a series of engaging consumer digital and in-store experiences, adding an interactive layer to the celebration.
Join JD Sports in embracing the spirit of youth culture and moving «Forever Forward» this holiday season.
