JD’s Christmas campaign features Sammy Virji, Lauren James and Skye Newman

JD has unveiled its Christmas campaign, which features a line-up of artists, musicians, athletes and up-and-coming talent.

The work builds on the retailer's “Forever Forward” brand platform. JD said “Create the New” challenges the usual view of the festive season as a time to slow down, casting it instead as a time to “build momentum, embrace new possibilities and get ahead of what’s next.”

“JD has always been shaped by the communities at the heart of sport, music and style. With ‘Create the New’, we’re celebrating a generation that is making its own opportunities and taking culture forward,” said Paul Orange, managing director at JD.

“Christmas is a moment to come together, and we want this campaign to capture the energy and ambition of young people who are already thinking about what comes next. It’s that attitude that drives ‘Forever Forward’ and our commitment to giving the next generation a platform.”

JD said the creative rests on two messages: “Do What’s Never Been Done” and “It’s not the end. It’s a warm-up.”

The soundtrack is Not Over Yet, the classic anthem by Grace and Paul Oakenfold.

The line-up

Dance music artists Sammy Virji, Josh Baker and Chris Stassy appear with emerging DJ Kai Saunders. They are joined by singer-songwriter Skye Newman and streaming favourites Bov Boys.

Women's football is represented by Lauren James and Antonia Bronze, who designs custom football jackets. Graphic designer Che and director Frankie Spence also feature.

Different talent appears in international versions. These include Spain's Ferran Torres, a World Cup-winning goal scorer, mixed martial artist Ilia Topuria and YouTube streamer Plex, plus artists Emelia Mernes (AR), Ele A (CH), Ronisia (FR) and Ino Casablanca (FR).