JD Drops Its Christmas 2026 Campaign, ‘Create The New’

Over the past few years, JD’s Christmas campaigns have become something of a festive fixture, with the global sports retailer enlisting some of the biggest names in music, sport and youth culture for its annual campaign films. The latest instalment, Create The New, continues that approach while offering a different take on traditional festive themes.

Rather than looking back on the year or winding down for the festive break, Create The New is all about looking forward. The campaign builds on JD’s wider Forever Forward brand message, celebrating a generation more interested in making its next move than resting on its achievements, with the tagline: “It’s not the end. It’s a warm-up.”

Electronic music takes centre stage in the 90-second hero film, with Sammy Virji, Josh Baker, CHRIS STASSY and rising DJ Kai Saunders among the featured talent. It’s a lineup that reflects the growing prominence of dance music in wider culture, as does the choice of soundtrack: Grace and Paul Oakenfold’s ‘90s classic, “Not Over Yet”, which has recently enjoyed a resurgence on European dancefloors.

Elsewhere, the film features singer-songwriter Skye Newman, Chelsea and England footballer Lauren James, and the Bov Boys, who hooked up with JD earlier this year on a World Cup content series. Reflecting JD’s global reach, the campaign also features Spanish footballer Ferran Torres, Spanish-Georgian MMA star Ilia Topuria and French singer Ronisia, alongside a host of emerging creatives.

The campaign also doubles as a showcase for JD’s Christmas gifting selection, featuring sneakers, clothing and accessories from across its inventory.

‘Create The New’ launches globally on November 6. Explore the campaign and JD's Christmas gifting edit at jdsports.co.uk.