JD Sports launched its Christmas campaign “Create The New” on 6 November 2026, bringing athletes, musicians and emerging creatives together around the ambition to shape what comes next. Created with Uncommon Creative Studio, it continues the brand’s “Forever Forward” platform.
Creativity as a collective act
Directed by The Reids, the film brings different disciplines together. Ferran Torres collaborates with designer Antonia Bronze, while Sammy Virji, Josh Baker, Chris Stassy, Skye Newman and Kai Saunders appear in an improvised kitchen studio. These settings direct attention towards the creative process and collaboration.
Footballer Lauren James also joins the cast. “Not Over Yet”, performed by Grace and Paul Oakenfold, connects the campaign with electronic music culture.
A year-end looking forward
JD treats the closing of the year as a starting point for new projects. As a communication choice, it places the brand alongside an audience expressing its identity through sport, music and personal style. Products appear within these settings as part of the participants’ lives.
Production credits
Agency: Uncommon Creative Studio; production: Anonymous Content; directors: The Reids; editing: NIPC; post-production and VFX: Time Based Arts; music and sound: Soundtree.
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