JD Sports has unveiled its highly anticipated 2024 Christmas campaign ‘Family’, which seeks to redefine the traditional concept of family while celebrating the bonds that truly matter during the festive season.
Released on November 15, the campaign embraces a modern, inclusive approach to family, focusing on connections formed not only by birth but also by choice, friendship, and shared experiences. By stripping back the superficial trappings of the holiday season, JD offers a refreshing narrative centered on authenticity and togetherness.
The centerpiece of the “Family” campaign is a captivating short film, “JD: Family Portrait,” featuring an impressive lineup of British cultural and sporting icons. Each brings their unique, real-life family connections to the forefront, offering a glimpse into the moments that matter most.
Central Cee appears alongside lifelong friends who have been instrumental in his journey, while Maya Jama shares the screen with her younger brothers in a playful depiction of sibling dynamics. MMA fighter Paddy the Baddy offers a heartwarming snapshot of his family enjoying a festive feast in his favorite Liverpool restaurant.
The campaign also includes Trent Alexander-Arnold, who shares a touching moment with his niece and brother, and the Beta Squad—a collective of best friends whose antics bring humor and camaraderie to the mix.
These personal portrayals are interwoven with everyday vignettes of community and connection, such as best friends sharing a homemade lunch while fishing or colleagues bonding during late-night shifts. The film is set to a bespoke edit of Jamie XX’s “Wanna,” which enhances the emotional resonance of the visuals.
At its core, JD’s “Family” campaign celebrates the diversity of modern families. It emphasizes that family extends beyond biology to encompass chosen connections and the people who provide love, support, and encouragement. This inclusive message aligns with JD’s ongoing ‘Forever Forward’ platform, which launched during the 2023 holiday season and continues to champion themes of resilience, progress, and authenticity.
Chris Waters, JD’s UK & EU Marketing Director, explains: “Our JD ‘Family’ campaign honors not just the families we’re born into but also those we choose along the way. At this time of year, the essence of family is woven into everyday life, and our campaign seeks to highlight the authentic connections and lived experiences of all forms of family.”
To complement the campaign’s message, JD has introduced an interactive element for customers. Shoppers who visit select locations across the UK and Ireland can capture their own “family” moments in the JD House photobooth. By sharing these photos on social media with the hashtag #JDHOUSE, participants have the chance to win a £1,000 JD gift card.
JD’s ‘Family’ campaign doesn’t just sell products; it creates a sense of community and connection. With exclusive product drops and innovative in-store experiences, the retailer ensures that the spirit of family remains at the heart of the festive shopping experience. The campaign is now live across JD’s digital channels and YouTube, inviting everyone to embrace their own definition of family this holiday season. Check it out below.
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