This year, JD Sports has unveiled its much-anticipated 2024 Christmas campaign, JD: Family, and it’s already making waves on YouTube and social media.
With its authentic portrayal of togetherness and a focus on celebrating the modern family, viewers have praised the ad for its relatable and heartwarming vibe.
One YouTube user shared, “These JD adverts always light me up. It’s like the streets are being recognised for what it’s known for. The community.” Another said, “So real, so warm. Top prize for Christmas adverts this year.”
Over on Instagram, fans have declared it “the best advert yet,” while celebrities like Love Island’s Dami Hope and presenter AJ Odudu have applauded its genuine portrayal of family, saying, “This is what it’s all about.”
The Message Behind the Magic
JD’s 2024 Christmas campaign focuses on what truly matters during the festive season—family, in all its forms. Gone are the over-the-top holiday frills; this campaign is all about real connections—the ones we’re born into and the ones we choose along the way.
Chris Waters, JD’s UK & EU Marketing Director, explains, “Our JD ‘Family’ campaign honours 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.
As the leading retailer in sports fashion and lifestyle, JD proudly showcases this year’s incredible talent alongside their families, celebrating the bonds that truly matter in moments that represent them.”
A Star-Studded Cast with Real Connections
This campaign brings in some of the UK’s brightest stars—Central Cee, Maya Jama, and Beta Squad—sharing the spotlight with the people who know them best: their real-life families and friends.
Central Cee appears alongside three childhood friends, while Maya Jama shares the screen with her younger brothers, Che and Omar, as they bicker for the front seat in their mum Sadie’s car.
Elsewhere, Paddy the Baddy sits down with his wife and twin daughters for a festive meal at his favourite Chinese restaurant, and Trent Alexander-Arnold is seen with his niece and brother.
Beta Squad brings their unique twist to the concept of family, showing playful camaraderie and heartfelt moments with close friends and even a nephew.
But the real stars of the show? Everyday families and their cherished moments. Whether it’s friends sharing sandwiches on a fishing trip or late-night workers bonding at a petrol station, the campaign celebrates the little things that make the season special.
A Soundtrack That Strikes a Chord
The soul of the campaign is Jamie XX’s track “Wanna,” reworked into a stunning edit that lifts every moment. It’s the kind of melody that makes each smile, laugh, and hug feel even more special—like the soundtrack to real life.
Bringing the Campaign to Life in Stores
JD is bringing festive fun into the real world with interactive experiences across select UK spots. If you’ve got the JDSTATUS App, you can swing by the ‘JD House’ photobooth to snap your own family moments—and maybe even bag a £1,000 JD gift card while you’re at it.
Locations include:
- Westfield Stratford: 16–17 November
- Bluewater: 23–24 November
- Metrocentre: 30 November–1 December
- Glasgow Braehead: 7–8 December
- Dublin Dundrum: 14–15 December
- Manchester Arndale: 21–22 December
A Celebration of Togetherness
The campaign, underpinned by JD’s Forever Forward platform, emphasises the bonds that lift us up and the moments that bring us closer, redefining the true essence of the festive season.