JD Sports 2021 campaign celebrates the best in British talent, cementing the high street icon’s status as the No.1 destination for sports fashion this Christmas.
Today JD Sports Fashion plc, the leading retailer of sports, fashion and outdoor brands, celebrates the British high street as the brand unveils its latest Christmas campaign – ‘King of the Streets’. Staying true to its roots, JD Sports has brought together an array of stars from the worlds of sport, music and TV, filmed on the streets of Greater Manchester – just a stone’s throw from where JD Sports was founded 40 years ago.
Sound tracked by Toddla T and Shaybo, the advert sees a young protagonist taking a stroll down a fictitious high street on a cold, quiet wintery night. At first glance, it looks like an ordinary high street, but upon closer inspection it becomes clear that every store has been reimagined with a touch of JD Christmas magic.
Through a storefront window, Maya Jama and Michael Dapaah can be seen running a rather questionable dog grooming salon (Jama & Dapaah), which is frequented by a host of famous faces wanting their canine companions to look their best for Christmas day. In the local milkshake parlour (Jammy Dodgers), Little Simz can be spotted having a casual catch up over cake with Ms Banks.
Meanwhile, Manchester’s very own Aitch and self-proclaimed Queen of the South Shaybo, are serving up Jamaican patties in the west Indian takeaway next door (Jerk & Dumplings). British rappers Central Cee and Russ Millions are on the hunt for mince pies at the grocery store (Juicy & Delicious).
Other well-known figures include some of England’s brightest football talent Jude Bellingham (Borussia Dortmund / England), Trent Alexander-Arnold (Liverpool FC / England), Ebe Eze (Crystal Palace), Kalvin Phillips (Leeds United / England), Leah Williamson (Arsenal / England) and Jadon Sancho (Manchester United / England). YouTube sensations of Sidemen fame KSI and Tobi Brown (AKA TBJZL), rap duo Young T & Bugsey, Brighton breakout artist ArrDee, Love Island star Joanna Chimonides, presenter Joelah Noble, Coventry’s very own Jay 1 and Stormzy-approved bike collective Bike Stormz all pay a visit to JD Street.
Since the first store opened in 1982, JD Sports has occupied a special place on the nation’s high streets. Its stores are places where young people come together to share their passions, cultivate their love of streetwear and celebrate style. The latest campaign is a ‘who’s who’ of the people shaping British youth culture today. Each and every one of the cast embodies JD’s bold and pioneering spirit.
Peter Cowgill, Executive Chairman of JD Sports Fashion plc, said: “JD Sports has been part of the British high street since it was founded 40 years ago. As a business we have always embraced the communities that shop with us and the culture that surrounds us, and there’s no better time to celebrate that than Christmas. We’re proud to have the hottest talent from music, sport and culture as we see our high streets come alive ahead of the festive season.”
The JD Sports Christmas campaign is on TV, with exclusive product drops available online and in stores across the UK. Shop your gifts before the holidays with JD!
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