Exclusive: JD’s Christmas Campaign is a love letter to British Youth Culture

Christmas is well and truly around the corner. The days are getting colder, festive parties are happening, and it’s shopping time. One shopping bag that is particularly iconic on the streets of Britain is the duffle bag by JD, leading sportswear retailer.

For their Christmas Campaign this year, titled Forever Forward, JD chose to celebrate this bag, which is fitting as this year marks 25 years of it being in circulation. This means that an entire generation have grown up with the bag. Forever Forward celebrates the places it has been over the years, and the people it has been with along the way.

That’s not all – JD invited a wide variety of favourites from the worlds of music, sports, and entertainment to do so with them. In the video you’ll see Central Cee, Cat Burns, Davido, Chunkz, Darkest, Kano (and his family!), Joy Crookes, Nia Archives and many more. They even got Ants Live back on his horse.

GUAP got first look at the campaign and it’s clear to see that this is an ode to British youth culture, and the potential and momentum amongst this generation. JD know that it is today’s generation that will shape the future.

Watch the video below.