JD Sports is redefining what family means in its new holiday campaign this season.
The retailer this week unveiled a global campaign celebrating the different ways people gather and celebrate the seasons with one another. The film’s hero video, The Family Portrait, offers a realistic view of holiday gatherings with friends and family and represents a departure from the typical picturesque holiday scenes often depicted on television.
The spot, which was was created by agency Uncommon Creative Studio, features celebrities such as rapper Central Cee, mixed martial artist Paddy “The Baddy” Pimblett, soccer player Trent Alexander Arnold and more.
“Our JD ‘Family’ campaign honors not just the families we’re born into, but also those we choose along the way,” JD Sports’ UK and EU marketing director Chris Waters said in a statement. “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.”
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Customers with the JD Status app will be able to visit a “JD house” photobooth in select stores to get their own “family” pictures. Then, consumers will be able to post their pictures on social media for the chance to win a JD gift card.
JD Sports, which will be honored as Retailer of the Year at the FN Achievement Awards in December, recently reported record interim results for the first half of fiscal 2025 last month. The company delivered revenue of 5 billion pounds in the first half, a 5.2 percent increase from 4.8 billion pounds in the first half of fiscal 2024. Net profit before tax and adjusted items was 405.6 million pounds in the period, up 2 percent from 397.8 million pounds the same time last year.
When it comes to North America, now JD’s largest market following the recent acquisition of Hibbett, revenue grew 14.5 percent to 1.2 billion pounds in the first half of the year. The company said that its organic sales growth in North America was 13.2 percent in the period, reflecting the growing presence of the JD brand with 275 JD stores open at the end of the period in North America, compared with 175 just 12 months’ prior.
