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The JD Sports 2025 Christmas Campaign Hands the Camera to the Next Gen
JD kicks off the festive season with ‘Where Are You Going?’ – its 2025 Christmas campaign that hands the mic (and the camera) straight to the next generation.
Known as the leading destination for youth fashion and sportswear, JD takes a bold step forward this year by turning the lens around, letting young people from across the globe capture their world entirely on their own terms. Shot exclusively on mobile phones, the campaign is a raw, self-directed portrait of youth culture – vertical, unfiltered, and undeniably real.
A Closer Look at the JD Christmas Campaign 2025 …
At a time when headlines try to define or dismiss youth, ‘Where Are You Going?’ pushes back with pure honesty. The campaign celebrates ambition, energy, and individuality through the eyes of 286 young creators from cities spanning Tokyo to Berlin. No polished sets or lighting crews – just life, as it happens. Each story begins with a simple question, “Where are you going?” – and what follows is a chorus of candid responses that feel both universal and deeply personal.
One voice dreams of fame but jokes about becoming a pharmacist if it doesn’t work out. Another shrugs off failure with a casual, “Who cares?” Others open up about friendship, ambition, and simply having fun in a world that never stops moving. Together, their stories form a vibrant mosaic of what it really means to be young right now – building businesses, chasing dreams, backing their crews, and always moving Forever Forward.
Amidst the hundreds of authentic clips are a few familiar faces blending seamlessly into the mix: Cole Palmer posing for a selfie gone wrong, Nemzzz surrounded by friends in the club, Jade Thirlwall laughing through studio takes, Paddy the Baddy mentoring kids at his local gym, Myles Lewis-Skelly hitting the courts, and Stillryan and Skye Newman capturing everyday joy in motion. Stripped of polish and pretence, each frame feels like a page straight from someone’s camera roll – spontaneous, close-up, and real.
Out now on YouTube, the campaign coincides with exclusive product drops online and in JD stores across the UK. Watch the JD 2025 Christmas Campaign here!
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What is JD’s 2025 Christmas campaign ‘Where Are You Going?’ about?
JD’s ‘Where Are You Going?’ is a global Christmas campaign that celebrates real youth culture by handing creative control to young people themselves. Shot entirely on mobile phones by 286 individuals worldwide, the campaign captures raw, unfiltered moments that showcase the energy, ambition, and individuality of today’s generation.
Who features in JD’s 2025 Christmas advert?
The campaign includes both real young creators and familiar faces from JD’s community, including Cole Palmer, Nemzzz, Jade Thirlwall, Paddy the Baddy, Myles Lewis-Skelly, Stillryan, and Skye Newman. Each appears as their authentic selves – not as celebrities, but as part of the culture they help shape.
When and where can I watch JD’s 2025 Christmas advert?
JD’s ‘Where Are You Going?’ Christmas campaign launches Friday 7th November 2025 at 8am GMT on the JD YouTube channel, across digital platforms, and outdoor advertising nationwide. Exclusive Christmas product drops will also be available online at jdsports.co.uk and in JD stores across the UK.
