JD Sports' Christmas campaign returns with 'King of The Game'

November 30, 2023

Staying true to its roots, JD heroes the best in British youth culture, with this year’s campaign celebrating the spirit of competition and the magic of Christmas. With the Lioness’ celebrations still fresh and FIFA World Cup around the corner, JD has drawn inspiration from competition to create this year’s blockbuster festive campaign, inviting everyone to be king in their own chosen pursuit.

Premiering during Channel 4’s ‘Gogglebox’ from Friday 4th November, and running in over 800 cinemas nationwide from 11th November, the campaign features an impressive eclectic line-up of 32 superstars, from sport, entertainment, and music culture, including Kano, KSI, Anthony Joshua, slowthai, Jasmine Jobson and Trent Alexander-Arnold.

Created by creative agency Cake, the TVC is jam-packed with famous faces and soundtracked by Kano’s culture-defining grime track ‘P’s & Q’s’. The spot opens with a family Christmas shopping trip, featuring JD’s protagonist from last year, played by actor Cole Weallean-Watts. As the boredom kicks in, social media star Chunkz catches his eye and signals to an illuminated ‘JD Arcade’.

Entering a JD Arcade dreamworld, KSI and Tobi Brown can be spotted challenging each other on the dance machine, whilst British rappers Bugzy Malone, Knucks and Arrdee are seen battling it out on the air hockey table, alongside British boxing icon, Anthony Joshua. Top Boy’s Jasmine Jobson also makes a special appearance alongside Trent Alexander-Arnold, with a wealth of football talent, including Thiago Silva, Virgil van Dijk James Maddison, Harvey Elliott and Euro 2022 goal scorers Ella Toone and Chloe Kelly, visiting the JD Arcade to harness their competitive spirit.

Rap talent, Central Cee takes on the top score on the pinball machine, with slowthai and Ms Banks also appearing within the JD Arcade. Grime pioneer Kano makes a guest appearance, with cameos from other well-known figures including Amaria BB (music artist), Kojey Radical (Mercury Award nominated music artist), Ethan Matthews and Laurie Elle (TikTok stars), Fumez The Engineer (music producer), Ojerime (R&B artist), Harry Pinero (YouTuber & presenter), PK Humble (comedian), Snoochie Shy (presenter), Joanna Chimonides (TV personality), R.A.E (music artist) and Amelia Dimoldenberg (YouTuber & TV presenter).