JD has launched its Christmas 2026 campaign, Create the New, bringing together artists, musicians, athletes and emerging creatives in a celebration of the next generation shaping culture.
Building on the retailer’s Forever Forward platform, the campaign challenges the idea of Christmas as a time to slow down. Instead, JD focuses on a generation that sees the end of the year as an opportunity to build momentum, embrace new possibilities and get ahead of what comes next, under the creative lines “Do What’s Never Been Done” and “It’s not the end. It’s a warm-up.”
At the heart of the campaign is a hero film, shot in London, bringing together talent from sport, music, fashion and entertainment. It is soundtracked by Not Over Yet, performed by Grace and Paul Oakenfold, a classic anthem the retailer says is currently trending on European dancefloors and UK club nights.
A Cast From Music, Sport and Online Culture
Among the campaign’s leading figures are Sammy Virji, Josh Baker and Chris Stassy, three artists helping to shape the sound of contemporary dance music, alongside emerging DJ Kai Saunders. JD says their involvement reflects its growing relationship with electronic music culture and the communities and creative spaces that continue to influence fashion and youth identity.
They are joined by singer-songwriter Skye Newman and streamers the Bov Boys, while women’s football is represented by Lauren James and custom football jacket designer Antonia Bronze. Graphic designer Che and director Frankie Spence also feature.
Beyond the UK, the campaign features an international cast including Spanish footballer Ferran Torres, who scored the winning goal in this summer’s World Cup final, mixed martial artist Ilia Topuria and YouTube streamer Plex, as well as artists Emilia Mernes from Argentina, Ele A from Switzerland, and Ronisia and Ino Casablanca from France.
A Different Take on Christmas
While many Christmas campaigns focus on nostalgia, familiar rituals and the anticipation of the festive break, Create the New presents the closing months of the year as a time to keep creating, connecting and moving forward. Footwear and apparel are at the forefront of the campaign, reflecting the role of personal style in the communities JD represents.
Create the New launches globally on 6 November 2026, joining a busy season of sports retail Christmas campaigns that also includes Sports Direct’s Nike campaign led by Erling Haaland.
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