JD 2025 Christmas Campaign Launch | 'Where Are You Going?'
286 VOICES. 286 STORIES. JD GIVES YOUTH THE LENS IN ‘WHERE ARE YOU GOING?’
Shot entirely on mobile phone by young people across the world, JD’s new Christmas campaign is a raw portrait of a generation moving Forever Forward! A time when headlines try to label today’s youth, JD are flipping the narrative and want to celebrate a generation that refuse to be put in a box, showing the energy, emotion and individuality that drives them forward. The result being a global gallery of ambition and individuality, from chasing platinum records to smashing exam results. All answering one simple question: “Where are you going?”
Today JD, the leading retailer for youth fashion and sportswear brands unveils its 2025 Christmas campaign, ‘Where are you going?’ - a raw, self-directed portrait of youth culture shot entirely on mobile phones, by the people shaping it.
This year, JD hands over the camera and creative control to young people themselves. No rigs. No sets. No lighting crews. Just 286 individuals from around the world capturing life exactly as they see it. Vertical. Unfiltered. Real.
One voice says ‘I want to be famous. If that doesn’t work, I’ll just become a pharmacist.’ Another admits ‘You can fail, you can make mistakes…but really, who cares’. Someone else confides ‘I’m scared we’re not going to be friends in 10 years’, while another adds ‘I wanna have fun, times are changing – you get me’.
Whether it’s building a business or backing their crew, together these voices paint the picture of what it really feels like to be young in today’s society, and every response moves the same way. Forever Forward. Among the hundreds of real moments that make up the campaign are a few familiar faces, captured not as celebrities, but as part of the same world they’ve helped shape. Each scene offers an authentic, real-life glimpse of who they are when the camera is handed over to them.
Cole Palmer is caught having his picture taken with a group of fans who jokingly point out the camera is the wrong way round in true gen-z spirit. Nemzzz is in the club with his crew, while Jade Thirlwall laughs between takes in the studio. Paddy the Baddy mentors the next generation of talent in a local community gym and Myles Lewis-Skelly hits the tennis courts with a pal, a sport he’s played since he was young. Stillryan hits the streets, mic in hand and Skye Newman rides with a friend, music up - all revealing the kind of spontaneous, joyful moments that could live in anyone’s camera roll.
“Young people today don’t need to be told who they are, they’re already showing us. JD’s ‘Where are you going?’ isn’t about them, it’s made by them. It’s their voice and their direction. This is youth culture, not as a trend to follow, but as a movement to believe in”
These portraits sit alongside hundreds of others from real young people across the world, filmed from Tokyo to Berlin and beyond. Together, they form a global gallery of youth today. The campaign is an evolution of how JD tells its stories, giving equal weight to talent and community, because every story deserves to be seen. Presented in the familiar language of a phones photo album, the campaign blends film and stills into a living gallery of real moments. Honest, close-up and full of life, it captures what happens when you give young people control of their own story and the world a reason to watch.
The 2025 JD Sports Christmas campaign was created by Uncommon Creative Studio.
Directed by Francis Plummer (Age 27)
Edited by Anders Mills (Age 26)
More about the JD ‘Where are you going?’ Cast:
Angry Ginge: Manchester’s very own Youtuber & Twitch streamer with over 2m followers across the platforms. Fusing comedy and sport with true Manc swagger.
Beta Squad: YouTube’s ultimate chaos crew. Pure jokes, wild challenges, and unmissable vibes every drop.
Chy Cartier: North London’s fierce rap voice, dropping sharp bars and bold style. She merges music fashion in full force.
Cole Palmer: Man City’s slick-footed playmaker turned Chelsea star, dishing out goals and class with effortless swagger.
Jade Thirlwall: Pop royalty with powerhouse vocals and unapologetic charm, forever flying the flag for Little Mix and beyond.
Jeremie Frimpong: The electric right-back bringing pace, power, and serious flair to Liverpool F.C.
Josh Baker: Underground DJ with sky-high energy, spinning dancefloors into euphoria with every set.
LeoStayTrill: London based rapper and MOBO Award nominee, LeoStayTrill mixes UK Drill with Afrobeats to create his distinct style.
Myles Lewis-Skelly: Arsenal’s rising midfield prodigy, blending flair, pace, and pure passion every time he steps on the pitch.
Nemzzz: Manchester’s smooth-spitting lyricist, turning heads with cold flows and a sound that’s straight future-bound.
Paddy “The Baddy” Pimblett: The Scouse showman of the UFC, mixing wild charisma with knockout confidence every time he enters the cage.
Skye Newman: The Gen-Z it-girl and content queen, mixing cool-girl vibes with a fearless voice across socials.
Stillryan: The Liverpool content creator spreading energy and positivity, telling real stories with authenticity and heart.
JD doesn’t define the culture. They do.
The JD ‘Where are you going?’ Christmas campaign will launch on the JD YouTube and across digital and OOH channels from Friday 7th November at 8am GMT, with exclusive product drops available online at jdsports.co.uk and in stores across the UK.
