JD Sports celebrates youth culture and its iconic status symbol drawstring duffle bag, ‘the original Bag for Life’ in the brand's festive campaign. In the campaign titled, ‘Forever Forward’, iconic figures from UK culture demonstrate all the places the bag can go. From humble beginnings to famous futures, JD’s bag has been there. In the hero video, the sportswear brand connects with youth past and present, highlighting the cultural significance of the brand throughout the years.

The UK has been wearing JD Sports’ drawstring duffle bag since its release 25 years ago. The iconic accessory has been a staple in UK youth culture, used for the likes of PE kits or shopping. This Christmas JD is showing it’s so much more than a bag. Uncommon Creative Studio created the campaign to spotlight its significance. The 90-second hero video gives props to progress and puts a focus on propelling youth culture forward.

The Christmas ad features famous faces including the likes of Central Cee, Kano, Joy Crookes, Nia Archives, Chunkz, Darkest, and Ants Live. In between cameos, scenes depict various recognisable wintery situations as friends spend time together in each other's bedrooms and parks. From the streets to the studio, the bag is always there. This through-thread demonstrates how far youth can go, punctuated with the success of individuals who were once just like them and still share in a common interest.

A range of scenarios depict young people heading to school, hanging out with friends, playing sports, being with family, and listening to music. Intercut, there are scenes featuring known faces. In all walks of life, the JD duffle is along for the ride.

Central Cee shops at JD Sports, then heads to a freestyle for a pirate radio station. Joy Crookes dances to music at a Nia Archives rave, Chunkz and Darkest crack each other up, and Ants Live rides a horse through the city - courtesy of Vauxhall City Farm.

Kano visits family for dinner and brings leftovers home in a JD duffle. They all sit down to a Christmas dinner - a subtle reminder of the ad’s seasonality. In a touching display of authenticity, the on-screen cast are Kano’s actual family members. The musician requested the casting move to capture the campaign’s focus on realism.

The campaign celebrates positive change in youth culture over the past years. Focusing on prominent cultural figures, it highlights where Britain’s youth can go, and how far so many of them have come. The brand wants to inspire its consumer base to keep moving forward, progressing, and aspiring towards their goals.

“This year’s cast are all young individuals with their own innate power to shape the world around them, and JD takes pride in spotlighting this amazing talent to encourage the next generation to continually move Forever Forward,” says Chris Waters, EU Marketing Director of JD.

The message of moving forward is delivered in a way that genuinely speaks to the brand’s consumer base. Using a variety of cultural references, the campaign connects with youth past and present; bringing nostalgia to some and relatability to others. Set against the timeless soundtrack, ‘Sweet Harmony’ by Liquid, the ad solidifies the brand’s durability.

Notably, the campaign sidesteps bold Christmas iconography in favour of more muted nods to the festive season in a depiction of winter that most can relate to. Audiences see Kano’s Christmas dinner and wintery scenes, but the celebratory and hopeful sentiment is perhaps the most festive aspect of the campaign.

Having been present during countless important life moments and in the background inspiring journeys, JD’s Bag for Life solidifies the brand’s quiet yet prominent position within culture.