JD Unveils ‘New Wave’ Campaign To Empower Emerging Youth Talent

JD Sports, a top retailer for youth fashion and sports brands, has launched a new initiative called “New Wave.” This campaign aims to advance youth culture by fostering creativity, innovation, and inclusivity. JD Sports is committed to empowering the next generation and strengthening its relationship with the community.

JD Sports recognizes that while talent is widespread, opportunities are not. Through the New Wave campaign, JD seeks to cultivate emerging talent in music, sports, and lifestyle. Aspiring individuals will have access to mentorship, guidance, and role models crucial for their growth and success. By supporting local talent, JD hopes to empower youth culture and deepen its engagement with the audience.

The New Wave campaign showcases remarkable individuals from various regions. In the UK, freestyle footballer Kaljit Atwal and dance collective Sturdy Off are featured. Germany highlights street dancers, God Twins. In Italy, singer Valerio Mazzei and basketball player Eddy Idem are included. France features rapper Jeune Lion, Spain has singer Maikel Delacalle, and the Netherlands showcases rapper Yssi SB.

Chris Waters, Marketing Director at JD Sports, said, “For 40 years, JD Sports has been pivotal in shaping youth culture through style and representation. With the ‘New Wave’ campaign, we are strategically harnessing our key pillars of culture, sport, music, and community. This initiative is designed to create opportunities and access, empowering young talent to drive culture forward and we are very excited.”

JD Sports is also the lead partner for Ball Out 3×3, celebrating its 10th anniversary with a national tour across England, culminating in a final in London. JD supports and sponsors local community events to champion basketball culture.

Throughout the summer, JD will give away tickets to some of the UK’s top youth festivals, including Reading & Leeds and Longitude. They are also sponsoring the Chevron Stage at Reading & Leeds, giving festival-goers a chance to enjoy some of the best talent in music.

In 2024, the JD Foundation will relaunch with a three-year strategy to enhance impact and opportunities for youth and communities. Since its inception in 2015, the JD Foundation has raised £7,000,000, with over £1,000,000 from customer micro-donations. It has donated more than £5,000,000 to good causes across the UK, supporting initiatives and charities dedicated to uplifting young people.

The JD Foundation has pledged to donate at least £1,000,000 each year to local charities and voluntary organizations through grants. JD employees across the UK will nominate these charities, ensuring a deep connection to the communities they serve and creating meaningful change.

In April, the JD Foundation hosted the “JD Up” event, engaging 3000 school kids with career workshops and advice from YouTuber and Broadcaster Chunkz. The event aimed to inspire and educate students about roles at JD Sports through interactive sessions and inspirational talks.

JD Sports invites individuals, communities, and partners to join them in driving positive change and creating a vibrant future for young people.


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