Trent Alexander-Arnold and Paddy The Baddy to feature in new JD Christmas campaign

JD, the go-to retailer for youth fashion and sportswear, has revealed its much-anticipated 2024 Christmas campaign, ‘Family’.

The JD Christmas campaign celebrates the diversity of modern families and the meaningful connections that make the festive season truly special.

With an unwavering focus on authenticity, JD presents a unique perspective on traditional family constructs through the eyes of its consumers – redefining what family really means today.

It’s an invitation to everyone to celebrate not only the families they are born into, but the friends and connections that they have found along the way. The people that pull them up and hold them high. Drawing on the diversity of modern families – biological or otherwise – to honor family in its broadest and most inclusive sense.

Trent Alexander-Arnold - JD: Family Portrait. Credit: JD — Trent Alexander-Arnold – JD: Family Portrait. Credit: JD

The JD film, ‘JD: Family Portrait’, heroes five iconic British talents, each bringing their own authentic, real life family connections to the forefront, providing a special insight into the private moments that matter most.

Popular figuresfrom the world of British sport and culture are featured throughout. Central Cee is joined by three lifelong friends that have been there for him since day one, while Maya Jama and her two younger brothers Che and Omar are battling it out for the front seat of their mum Sadie’s car. Paddy the Baddy’s Christmas is a little different, as he, his wife Laura and their twin daughters, Margot and Betsy enjoy a family feast at his favourite Chinese restaurant in Liverpool.

Paddy Pimblett - JD: Family Portrait. Credit: JD — Paddy Pimblett – JD: Family Portrait. Credit: JD

While Trent Alexander-Arnold shares the screen with his niece Aura and his brother Marcell, Beta Squad – a collective that features best mates Chunkz, Niko Omilana, AJ Shabeel, Sharky and KingKennyTV, show a completely different take on what family can mean, with jokes headlocks, laughs and kick-abouts, joined by Chunkz’ nephew.

But the real stars of the ‘Family’ campaign are theeveryday moments that keep us going and push us forward. From the two best mates sharing homemade sandwiches as they fish early doors and family playfights in a crowded kitchen, to the late-night shifts with colleagues-turned-friends at the 24-hour petrol station, and two pals cruising to a rave.

From start to finish, the feelings of togetherness and connection are clear, every smile, look and embrace – each moment underpinned by a new bespoke edit of Jamie XX’s hit song “Wanna” – a powerful melody that enhances every emotion shared.

This year, JD’s festive message is a simple one: in a world where families come in every shape, size and form, it’s the bonds we forge that really matter. The 2024 campaign, underpinned by JD’s ‘Forever Forward’ platform, which launched with the 2023 Christmas campaign, strips away the superficial decorations often associated with the festive period, revealing the true essence of the holidays: the spirit of family.

Chris Waters, UK & EU Marketing Director at JD, said:

“Our JD ‘Family’ campaign honours not just the families we’re born into, but also those we choose along the way. At this time of year, the essence of family is woven into everyday life, and our campaign seeks to highlight the authentic connections and lived experiences of all forms of family.

“As the leading retailer in sports fashion and lifestyle, JD proudly showcases this year’s incredible talent alongside their families, celebrating the bonds that truly matter in moments that represent them.”