JD Sports redefines ‘Family’ at Christmas with new campaign by Uncommon

With an unwavering focus on authenticity, JD presents a unique perspective on traditional family constructs through the eyes of its consumers — redefining what family really means today.

A documentary of family in the UK

The film, titled ‘The 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.

Popular figures from the world of British sport and culture are featured throughout. Central Cee is joined by three lifelong friends that have been there for him since day one, while Maya Jama and her two younger brothers Che and Omar are battling it out for the front seat of their mum Sadie’s car. Paddy the Baddy’s Christmas is a little different, as he, his wife Laura and their twin daughters, Margot and Betsy, enjoy a family feast at his favourite Chinese restaurant in Liverpool.

While Trent Alexander-Arnold shares the screen with his niece Aura and his brother Marcell, 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 during a kick-about, joined by Chunkz’ nephew. Each scene is more than a cameo; it’s a true representation of the connections that matter to each person, and the way those connections give each person the tools to take on the world.

However, the campaign's stars are the real people who show their traditions. From the two best mates sharing homemade sandwiches as they fish early doors, and family play fights 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.

From start to finish, the feelings of togetherness and connection are clear.

From every smile, look and embrace, each moment is underpinned by a new bespoke edit of Jamie XX’s hit track “Wanna” — a powerful, evocative melody that enhances every emotion shared.

The film was directed by Elliot Power and Samaneh Aminzadeh through Love Song. The film was mostly shot on the lens used for Clockwork Orange, The Shining and Fallen Angels. The oldest, widest vintage lens — specially rehoused to make it compatible for the modern era. The film will be played across TV, cinema and online from 15th November.

Outdoor capturing family portraits

The campaign also includes a series of outdoor executions with shots of actual families and talent that feature in the film. The photographs capture intimate moments of companionship from friends to new born babies to a pet dog. The outdoor artfully crops in on these images with a single headline on each simply stating — ‘Family’.

The images were shot by Theo Cottle — a documentary and fashion photographer and director based in London. The outdoor work will run up and down the country including hero sites in London, Manchester and across Europe.