JD releases its 2026 Christmas campaign "Create the New", focusing on a generation that uses the end of the year to build momentum rather than rest. The retailer launches the campaign globally on 6 November 2026, bringing together a diverse lineup of artists, musicians, athletes and emerging creatives.
The British multichannel retailer, founded in 1981 in Bury, builds the new project on its existing "Forever Forward" platform. Instead of traditional festive nostalgia, "Create the New" centers on the messages "Do What's Never Been Done" and "It's not the end. It's a warm-up". According to the brand, the campaign captures the energy of young creatives who are already looking ahead to the next year, placing ambition and self-expression at the center of the narrative.
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". Orange added: "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".
Soundtracking the next generation
Music drives the London-shot creative. The campaign's hero film is soundtracked by "Not Over Yet", the classic dance anthem performed by Grace and Paul Oakenfold. The track serves as the backdrop for a cast rooted in UK electronic music and club culture. Sammy Virji, Josh Baker and CHRIS STASSY lead the lineup alongside emerging DJ Kai Saunders. Virji recently announced a 2026 Australian tour and an album featuring Giggs, Skepta and Flowdan, cementing his place in contemporary dance music. Their inclusion highlights the retailer's expanding relationship with electronic music culture, recognizing the spaces that shape youth identity.
The campaign also brings in figures from sport and entertainment. Singer-songwriter Skye Newman and streaming group the Bov Boys join the UK cast. From women's football, Chelsea F.C. forward Lauren James appears alongside custom football jacket designer Antonia Bronze. Visual creatives such as graphic designer Che and director Frankie Spence are also featured to provide a stage for emerging talent.
An international cast
Beyond the UK, "Create the New" enlists a global roster. Spanish footballer and 2026 World Cup final goal scorer Ferran Torres and UFC champion Ilia Topuria represent the sports side. They are joined by Spanish YouTube streamer Plex and musical artists Emelia Mernes from Argentina, Ele A from Italy, and Ronisia and Ino Casablanca from France. The label says this lineup reflects the brand's international presence across 3,400 stores and 36 territories.
The campaign places footwear and apparel at the forefront, emphasizing personal style. Rather than relying on familiar rituals, the imagery focuses on progression and what comes next for this cultural generation.
Where to buy JD
The Christmas 2026 campaign is available globally.
Release date: 6 November 2026
Where to buy: JD
Staff
Casawi Magazine: based in Milan, we celebrate youth culture, creativity, and community across fashion, sports, music, art, design & more.
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