JD Sports Fashion plc, the leading retailer of sports, fashion and outdoor brand, has unveiled its first fully integrated global Christmas campaign – ‘King of the Streets’.  

The campaign reflects the authentic role which JD plays in youth culture today – bringing audiences closer to the brand while reinforcing the retail giant’s high street dominance through a creative extension of its ‘King of Trainers’ positioning. At its heart is a two-minute TV ad, ‘JD Street’, starring sporting, musical and TV youth culture icons including Maya Jama, KSI, Jadon Sancho and Trent Alexander-Arnold. In celebration of the retailer’s 40th year, and with a nod to its Mancunian heritage, the spot premiered during Saturday’s Manchester derby on Sky Sports.

The campaign is a real ‘who’s who’ of the people shaping British youth culture today. Every one of the cast embodies JD’s bold and pioneering spirit. Soundtracked by Toddla T ft Shaybo, the TVC sees a young protagonist taking a stroll down ‘JD 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. 

In the local milkshake parlour (Jammy Donuts: King of Shakes & Cakes), Little Simz can be spotted having a casual catch up over a shake with Ms Banks. Meanwhile, Manchester’s very own Aitch and Queen of the South Shaybo are serving up Jamaican patties in the West Indian takeaway next door (Jerk & Dumplings: King of Flava). While, drill artists Central Cee and Russ Millions are on the hunt for mince pies at the grocery store (Juicy & Delicious: King of Groceries). Maya Jama and Michael Dapaah are running a questionable dog grooming salon (Jama & Dapaah: King of Trims), frequented by a host of famous faces who want their canine companions to have a last-minute Christmas trim. 

Cameos from other well-known figures include YouTube sensations KSI and Tobi Brown, rap duo Young T & Bugsey, lockdown breakout artist ArrDee, Love Island star Joanna Chimonides, presenter Joelah Noble, rapper Jay 1 and Stormzy-approved bike collective BikeStormz, a movement to end violence and knife crime. Britain’s brightest football talent shine through, as Jude Bellingham, Trent Alexander-Arnold, Ebe Eze, Kalvin Phillips, Leah Williamson and Jadon Sancho each pay a visit to ‘JD Street’. 

Behind the lens also saw a truly diverse crew that matched the varying needs of the talent and included young trainees hailing from Manchester, Liverpool and London – a commitment laid out by production partner Pretty Bird who pride themselves in having due representation behind the camera.

As an extension of the TVC and OOH, the mockumentary, launching via TikTok and JD social channels, takes the audience behind closed doors of ‘JD Street’ and into the dog groomers that is Jama & Dapaah: King of Trims, featuring Maya Jama and Michael Dapaah. Consumers will also get a chance to shop their favourite items, from Little Simz’s New Balance trainers to Aitch’s Puma hoodie, via a full-length, digital, stoppable version of the ad - pausing the scenes and shopping in real time.  

The spot, supported by the feature mockumentary, OOH, POS and a shoppable ad, has been created and delivered by creative agency Cake, part of the Vivendi-owned Havas Group. A JD Sports mobile game completes the line-up. Tapping into digital commerce, the game takes consumers on a journey down ‘JD Street’, where players get a chance to collect points and win prizes from JD Sports.

Nadia Kokni, global group marketing director, JD Sports, said: “As part of our commitment to elevate youth culture, we’re excited to see our high streets come alive ahead of the festive season. As the number one destination for sports fashion, we’re excited for JD fans to see the new Christmas campaign. In our 40th year, it’s fitting that this campaign features an incredible ‘who’s who’ line-up of talent from the world of sport, music and entertainment that truly represents the people shaping youth culture today.” 

Rosie Holden, managing director at Cake, said: “As lead agency, appointed to deliver the creative concept, this has been a unique chance to bring together all of Cake's strengths across culture, sport, music and entertainment. All in, it's a thoroughly modern Christmas campaign that plays right to the heart of youth culture, just like JD”. 

The campaign has also been executed by JD Sports partners including Exposure, Mediacom plus Gameloft (another Vivendi owned business) and Smartzer are the key partners for the interactive game and shoppable ad, respectively. 

The spot was directed by Salomon Ligthelm through Pretty Bird with executive producer Juliette Larthe. The campaign was created by Cake creative directors Alex Groom and Lex Deasley, with art direction from Alistair Dixon and Tom Falck as agency producer.