JD Sport's Christmas Ad Dives into Nostalgia with the Iconic Yellow Duffle Bag
Everyone knows the iconic JD duffle bag, a true symbol of British youth culture (and has been for 25 years). This drawstring bag is more than just a convenient way to take home your new trainers or fresh tracksuit; it becomes an essential for life’s everyday moments. We all remember using this bag as a P.E kit in high school at one point. For JD Sports' 2023 Christmas advert, 'Forever Forward,' it's a vibrant ode to British youth culture – a heartfelt tribute to both the individuals shaping it and the iconic bag that's journeyed with us every step of the way.
Based on the real-life stories of the average JD shopper - from a first kiss to kickabouts on the street with mates - we see familiar faces like Central Cee, Kano, Davido, and more, in genuine, relatable scenarios. Notably, popular UK entertainers such as Chunkz, Darkest Man, Cat Burns, and many others also make appearances, adding to the authenticity of JD’s 'Forever Forward' Christmas ad. It showcases just how in touch JD is, both with their customers and the culture. The 2023 JD Sports Christmas advert, directed by Amara Abbas at Iconoclast and written by Uncommon Creative Studio, brings this authentic vision to life.
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”.
This Christmas, JD isn't just about sports fashion; it's about capturing the essence of the youth, inspiring the next generation to move 'Forever Forward.' JD remains dedicated to empowering youth culture.
‘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.
Full JD Cast List:
Ants Live: A trailblazing DJ, musician, and producer whose boundary-pushing beats have set new standards in the contemporary music scene.
Cat Burns: A powerhouse singer-songwriter who harnesses the strength of her stunning vocals to captivate and uplift audiences worldwide.
Central Cee: A dynamic rapper whose lyrical prowess and magnetic presence embody the essence of youth culture's unwavering spirit.
Chunkz: A versatile content creator and comedian whose infectious personality has won the hearts of millions across social media platforms.
Darkest Man: An exceptional artist, fashion influencer, and lifestyle content creator whose avant-garde approach has captivated global audiences.
Davido: An internationally acclaimed musician, songwriter, and producer who continues to redefine Afrobeat, breaking barriers and chart records.
Ella Toone: A European champion and Manchester United Women’s F.C attacking midfielder who is a global sporting inspiration.
Joy Crookes: An immensely talented singer-songwriter whose soulful melodies and poignant storytelling transcends generations and genres.
Kano: A visionary British artist, entrepreneur, and pioneer actor, showcasing the power of artistic expression and forward-thinking.
Mar Lucas: A Spanish model, singer and social media personality with over 14 million followers on Tik Tok
Nia Archives: An advocate for social justice, artist, and poet, whose work stands as a beacon of hope, unity, and empowerment.
Omar Montes: A talented Spanish singer and social media personality famed for songs such as DAME and Arena y Sal
Ronisia: A renowned French singer with over 1.5m fans on Tik Tok
Sturdy Off: The world’s biggest sturdy dance platform
