JD has unveiled its Christmas 2026 campaign, “Create the New,” bringing together a diverse lineup of artists, musicians, athletes and emerging creatives for a celebration of the next generation shaping culture.
Building on the global retailer’s “Forever Forward” platform, the campaign challenges the traditional idea of Christmas as a time to slow down. Instead, JD is turning its attention towards a generation that sees the end of the year as an opportunity to build momentum, embrace new possibilities and get ahead of what’s next.
Underpinned by the creative messages “Do What’s Never Been Done” and “It’s not the end. It’s a warm-up.”, “Create the New” offers a fresh perspective on the festive season, placing ambition, self-expression and cultural progression at the centre of its narrative.
At the heart of the campaign is a new hero film, bringing together talent from sport, music, fashion and entertainment. Reflecting JD’s connection to contemporary youth culture, the film serves as the centrepiece of a wider campaign designed to celebrate the people and communities influencing the future.
Bringing together the next generation of cultural talent
Music plays a central role in “Create the New” and is soundtracked by a classic anthem currently trending on EU dancefloors and UK club nights. Not Over Yet performed by Grace and Paul Oakenfold plays whilst JD brings together some of the UK’s most exciting names from across the electronic music scene, alongside sporting stars and young creatives.
Among the campaign’s leading figures are Sammy Virji, Josh Baker and Chris Stassy, three artists helping shape the sound of contemporary dance music, alongside emerging DJ Kai Saunders.
Their involvement reflects JD’s growing relationship with electronic music culture, recognising the communities, creative spaces and emerging movements that continue to influence fashion and youth identity.
Joining them are singer-songwriter Skye Newman and streamer favourites Bov Boys. From the world of women’s football, we see Lauren James and custom football jacket designer, Antonia Bronze. Creatives such as graphic designer, Che and director, Frankie Spence further expand the campaign’s flow and provide a stage for emerging talent.
The lineup brings together individuals from different disciplines, each representing a distinct part of contemporary culture while sharing a commitment to originality and progression.
Beyond the UK, “Create the New” also features an international cast of talent, including Spanish footballer and World Cup-winning goal scorer Ferran Torres (SP), mixed martial artist Ilia Topuria (SP), YouTube Streamer Plex (SP) and internationally acclaimed artists Emelia Mernes (AR), Ele A (CH), Ronisia (FR) and Ino Casablanca (FR).
Together, the lineup reflects JD’s international presence and its ability to connect communities across different countries, creative disciplines and cultural backgrounds. The campaign brings these worlds together through a shared attitude towards creativity, ambition and what comes next.
Speaking of the campaign, Paul Orange, managing director at JD said: “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. 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.”
A new perspective on Christmas
While traditional Christmas campaigns often focus on nostalgia, familiar rituals and the anticipation of the festive break, “Create the New” takes a different approach.
For the generation at the centre of JD’s campaign, the closing months of the year are an opportunity to continue creating, connecting and moving forward.
This philosophy runs throughout the campaign, from its talent selection and London-shot creative to its wider message of challenging expectations and refusing to stand still.
The campaign also places footwear and apparel at the forefront, highlighting the role of personal style in the communities JD represents.
As the latest expression of JD’s “Forever Forward” platform, “Create the New” reinforces the retailer’s commitment to celebrating the next generation of cultural voices, championing individuality and bringing together communities united by a desire to push boundaries.
JD’s Christmas 2026 campaign, “Create the New”, launches globally on 6 November 2026.
