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By Audrey Kemp, LA Reporter

November 13, 2023 | 3 min read

The Christmas spot celebrates over 25 years of the retailer’s iconic duffle bag.

JD Sports is embracing its duffle bag’s role as an enduring symbol of British youth culture with a new global campaign. Whether serving as a boot bag, a record bag, a school bag or carried crossbody, the JD duffle has been an unwavering companion through generations.

The work celebrates the bag and the people who wear it – reflecting the authentic role JD continues to play in youth culture today. The campaign is spearheaded with a heightened documentary-style film, ‘The Bag for Life,’ marking a distinct new direction for the brand. Soundtracked to the timeless classic Sweet Harmony by Liquid, the launch film is rooted in authentic, relatable, real-life scenarios of JD consumers.

From a first kiss to kickabouts on the street, family gatherings and hanging out with mates, the film, from ad agency Uncommon, follows the JD duffle bag forwards through moments we all know and love during the holiday period. Alongside rappers Central Cee and Kano, the spot also stars Davido, Ronisia, Ella Toone, AntsLive and Kirbs.

“JD has always been the force behind propelling youth culture forward 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’ while celebrating the 25th anniversary of the JD duffle being a visible icon for our audience,” says Chris Waters, EU marketing director at JD.

“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.’”

To kick off the outdoor element of the campaign, the executions initially teased mysterious shots of unknown models wearing the iconic JD duffle bag from behind. When the campaign went live, all media switched simultaneously to reveal the identity of the models.

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