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JD Sports Have Christmas in the (Duffle) Bag
When it comes to London youth culture, it doesn’t get much more iconic than the JD Sports drawstring duffle bag. In this years Christmas Ad, the multi-brand retailer decided to pay it some well deserved homage, with the help of some friends along the way.
Directed by award-winning creative, Amara Abbas, the film taps into the city’s urban culture – from scenes of school kids on their commute to the thriving underground nightlife. Featuring a tonne of London-born stars like Central Cee, Nia Archives and Chunkz, we see just how integral the JD duffle is within youth culture, sustaining its relevance throughout the years. Also including scenes with long-time artist and Top Boy star Kano, alongside his real-life family, the advert links back to the festive season and the unwavering essence of community throughout the city.
Watch the JD Sports Christmas Advert 2023 via the banner below…
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