JD Sports Champions Family in Christmas Campaign 2024

JD Sports has unwrapped its Christmas Campaign for 2024, and it’s a heartwarming tribute to the bonds that make the festive season truly magical. Moving beyond traditional notions of family, JD celebrates the diverse relationships that shape our lives, from biological connections to the chosen families we lean on.

At the heart of the campaign is ‘Family Portrait’, a vibrant short film featuring an all-star cast of British icons and everyday moments that resonate deeply. The advert pulses with the energy of Jamie xx’s reimagined track Wanna, amplifying the campaign’s central message of family in relation to connection as opposed to convention.

The campaign features Central Cee with his lifelong friends, Maya Jama playfully competing with her younger brothers, and UFC star Paddy the Baddy sharing a festive Chinese feast with his wife and twin daughters. Trent Alexander-Arnold highlights family bonds with his brother and niece, while Beta Squad brings humor and chaos, showcasing the joy of chosen family.

The real magic of Family lies in its portrayal of relatable, everyday moments – two friends fishing at dawn, colleagues bonding over late-night shifts, and pals en route to a rave. Each snapshot celebrates the connections that uplift us, reminding us of the strength found in togetherness. With this campaign, JD Sports reaffirms its Forever Forward ethos, stripping back the glitz of the season to reveal its true heart… family, in all its forms.

Watch the JD Sports Christmas Campaign 2024 right here!