Central Cee, Kano and Chunkz feature in a new Christmas campaign for a popular Bury-based sports retailer.

JD sports, which has its headquarters in Pilsworth, has launched its 2023 Christmas campaign ‘Forever Forward’,  aimed to empower and inspire the next generation.

In this year’s campaign, the iconic JD duffle bag has taken centre stage, celebrating its ubiquity in British youth culture for more than 25 years with the aid of 14 well-known faces.

The newly released video, set to the background of 90s rave classic Sweet Harmony by Liquid, aims to celebrate creativity, resilience, and passion.

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”.

The campaign film “The Bag For Life"; is a dynamic love letter to culture, the people that make it, and the bag that carries it forward.

Creators said the video is rooted in authentic, relatable, real-life scenarios of JD consumers – from a first kiss, to kickabouts on the street and hang outs with mates - the moments where the JD duffle bag has been ever-present.

Read more: JD Sports modelling job for ambitious Radcliffe teenager

The video features; Central Cee, Sturdy Off, Davido, Ronisia, Ella Toone, Kano, Ants Live, Joy Crookes, Nia Archives, Chunkz, Darkest, Mar Lucas, Omar Montes and Cat Burns.

Bury Times: JD Forever Forward

The young superstars have been selected to feature for defining sport, entertainment and music to bring inspiration to the next generation, something this year’s Christmas campaign focuses heavily on.

A spokesperson from the company said: “For generations, JD has meant so much more than just the latest trainers, training kit or trackie.

“For UK youth, it’s a status symbol. Bag across the chest on the first day of school, letting others know what makes them, them.

“Through its durability, functionality, and ever-evolving design, the JD duffle has powered resilience and forward-thinking.

“It has accompanied athletes, artists, creators, and adventurers on their remarkable journeys, carrying their dreams, passions, and aspirations along the way, serving as a strong reminder that possibilities are limitless.”

Having travelled forward with youth for 25 years as the bags on their backs, JD ‘remains dedicated to empowering youth culture and propelling the next generation towards their ultimate aspirations’.

‘Forever Forward’ launches in JD stores, shopping malls and high streets this month and the iconic JD duffle will be recreated and brought to life through a series of consumer digital and in-store experiences.

The 2023 JD Sports Christmas advert was Directed by Amara Abbas at Iconoclast and written by Uncommon Creative Studio.