JD Launches Christmas 2026 Campaign Globally
The "Create the New" campaign builds on JD's "Forever Forward" platform with a hero film featuring athletes, musicians, and creatives.
Updated on Nov. 6, 2026 in Fashion
JD has launched its Christmas 2026 campaign, "Create the New," with a hero film featuring talent from sport, music, fashion, and entertainment. The campaign launches globally on 6 November 2026 and places footwear and apparel at the forefront.
Why it matters
The campaign targets a generation that views the end of the year as an opportunity to build momentum, offering a seasonal platform for the brand's footwear and apparel. For international shoppers, it signals how the brand is positioning its holiday offering around cultural figures across multiple fields.
The campaign was shot in London and launches globally on 6 November 2026, with footwear and apparel placed at the forefront. The soundtrack "Not Over Yet" is performed by Grace and Paul Oakenfold, though the extraction does not provide product pricing or availability details.
The players
JD
JD is a British sports retailer whose "Forever Forward" platform underpins this campaign.
Sammy Virji
Sammy Virji is a British music producer and DJ who is among the campaign's leading figures.
Ferran Torres
Ferran Torres is a Spanish professional footballer who appears in the campaign's international cast.
Ilia Topuria
Ilia Topuria is a Georgian-Spanish professional mixed martial artist who appears in the campaign's international cast.
Skye Newman
Skye Newman is a singer-songwriter featured in the campaign's lineup.
The details
The campaign centres on a new hero film featuring leading figures including Sammy Virji, Josh Baker, Chris Stassy, and Kai Saunders, alongside singer-songwriter Skye Newman, Lauren James, Antonia Bronze, and Frankie Spence. An international cast including Ferran Torres, Ilia Topuria, Emelia Mernes, and Ino Casablanca also appears, with messaging built around "Do What's Never Been Done" and "It's not the end. It's a warm-up."
Timeline
6 November 2026: JD's Christmas 2026 campaign "Create the New" launches globally.
Culture Shift
The campaign extends JD's "Forever Forward" platform into the holiday season, showing how sportswear brands are increasingly building seasonal marketing around cross-disciplinary cultural figures rather than athletes alone. Its pairing of sport, music, and fashion talent reflects a broader shift in how youth-oriented retail brands define their audience.
Shoppers planning holiday wardrobe or footwear purchases can watch for product drops tied to the 6 November 2026 global launch. The campaign's emphasis on footwear and apparel points to where the brand's seasonal offering will be concentrated.
The takeaway
Watch the 6 November 2026 launch date if you are planning holiday footwear or apparel purchases. The campaign signals that JD will lead its seasonal messaging with a broad mix of sport, music, and fashion voices.
Further reading
For more on how brands are shaping seasonal style, explore Fashion coverage.
Source note: This article includes information reported by Retail Times.
