JD Sports is putting a contemporary spin on the festive season, bringing together some of the biggest names in music, sport and entertainment for its Christmas 2026 campaign, "Create the New."
Featuring an extensive lineup of established and emerging talent, the campaign moves away from traditional Christmas storytelling, instead focusing on creativity, ambition and the next generation shaping contemporary culture.
At the centre of the campaign is a new film soundtracked by Grace and Paul Oakenfold's dance anthem "Not Over Yet." Leading the cast are electronic music figures Sammy Virji, Josh Baker and CHRIS STASSY, alongside rising DJ Kai Saunders, reflecting the growing relationship between dance music, fashion and youth culture.
The campaign also brings together singer-songwriter Skye Newman, Chelsea footballer Lauren James and content creators the Bov Boys. They are joined by custom football jacket designer Antonia Bronze, graphic designer Che and director Frankie Spence, highlighting the different creative communities influencing today's cultural landscape.
JD has also extended the campaign internationally, featuring Spanish footballer Ferran Torres, UFC star Ilia Topuria and streamer Plex, alongside musicians including Emilia Mernes, Ronisia, Ele A and Ino Casablanca.
Shot in London, the campaign places footwear and apparel within the worlds of music, sport and entertainment, exploring how personal style continues to connect different communities. Its central message encourages young people to continue creating and pursuing new opportunities, even as the year draws to a close.
The project forms part of JD's wider "Forever Forward" platform, which focuses on supporting emerging talent and celebrating the communities influencing the future of culture. By bringing together figures from different disciplines, the retailer positions Christmas as an opportunity for fresh ideas and creative momentum.
JD's "Create the New" Christmas campaign launches globally on November 6, 2026.
