JD Sports Launches 2024 Christmas Campaign 'Family'

JD Sports has launched its 2024 Christmas campaign titled 'Family', which redefines traditional family constructs by celebrating diverse relationships and connections. The campaign features popular personalities like Central Cee, Maya Jama, and Trent Alexander-Arnold alongside their real-life families, highlighting various festive rituals that reflect modern family life in the UK. Directed by Elliot Power and Samaneh Aminzadeh, the documentary-style film captures authentic moments of togetherness, soundtracked by a bespoke edit of Jamie XX's 'Wanna'. JD Sports aims to promote inclusivity, inviting everyone to honor not only their biological families but also the friendships that enrich their lives. The campaign includes a competition for customers to win a gift card by participating in themed photobooths in stores. Overall, JD's message emphasizes the importance of genuine connections during the festive season.