‘Create The New’: JD looks ahead with its Christmas campaign

Youth fashion and sportswear brand JD Sports unveils ‘Create The New ’, subverting traditional festive reflection in favour of the optimism of a generation looking ahead.

Against the backdrop of a constantly changing world, where trends now move 4x faster than they did seven years ago¹, and ‘lock in’ goal-setting challenges have taken over Gen Z’s TikTok feeds, the campaign spotlights the next generation’s desire to reinvent and keep improving.

The campaign features a cast of more than 25 ‘futurists’, mixing household names with rising stars, but all committed to redefining what’s next. In the hero film, Spanish footballer Ferran Torres creates with designer Antonia Bronze, and Argentine pop star Emilia Mernes backs Italian rapper Ele A.

In a makeshift kitchen studio, CHRIS STASSY, Sammy Virji, Josh Baker, Skye Newman and futurist Kai Saunders build a track from scratch. Further talent appear in spaces true to them, including Spanish designer Carolina Castellote in her studio and Irish dance-pop star Jazzy mixing a track.

Directed by the Reid Brothers, the film feels more like a real creative session than a seasonal ad, capturing the messy, beautiful way contemporary youth culture gets made — collaboratively, and often in unexpected ways.

Music plays a central role, with the soundtrack a classic anthem currently trending on EU dancefloors and at UK club nights.

Not Over Yet, performed by Grace and Paul Oakenfold, plays while JD brings together some of the UK’s most exciting names from across the electronic music scene, alongside sporting stars and young creatives.

Josh Tenser, ECD at Uncommon, comments: “Every December, brands tell young people to slow down. JD doesn’t. The next generation is too often written off, so we let what they make answer back. We stripped out the polish and filmed them in the mess of making. Every idea in the film comes from how young people actually create: fearlessly, instinctively and without waiting for permission.”

Paul Orange, Managing Director at JD, said: “JD has always been shaped by the communities at the heart of sport, music and style. With ‘Create the New’, we’re celebrating a generation that is making its own opportunities and taking culture forward. Christmas is a moment to come together, and we want this campaign to capture the energy and ambition of young people who are already thinking about what comes next. It’s that attitude that drives ‘Forever Forward’ and our commitment to giving the next generation a platform.”

‘Create The New’ kicked off on 5th November with a sold-out pop-up rave at ‘The Other Side’, Amsterdam, featuring DJ sets from Josh Baker and Kai Saunders, ahead of the official campaign launch on Friday 6th November.

There will also be a ‘Future Corners’ retail activation at key stores across Europe from 20th November — including the Trafford Centre store in Manchester — featuring exclusive gifting drops for festive shoppers, complete with a printing station for the iconic JD duffle bags to be customised.

Credits

Client: JD
Project Name: Create The New
Agency: Uncommon Creative Studio
Production Company: Anonymous Content
Director & Photographer: The Reids
Edit: NIPC
Music: Not Over Yet — Perfecto Remix
Sound Company: Soundtree Music
Post-production: Time Based Arts