JD, the leading retailer for youth fashion and sportswear brands, announces the launch of its new brand platform, ‘Forever Forward’ with a seasonal campaign titled ‘The Bag for Life’. The highly anticipated multichannel campaign from Uncommon will span across VOD, Cinema, Retail, OOH, DOOH, Murals, Social and Online in the UK, Australia, Canada, South East Asia and Europe.

This year, JD celebrates 25 years since its iconic duffle bag first launched. The duffle bag’s role as an enduring symbol of British youth culture sits at the heart of this new global campaign. Whether serving as a boot bag, a record bag, a school bag, or carried crossbody, the JD duffle has been an unwavering companion through generations.

The work celebrates the JD duffle bag and the people that wear it — reflecting the authentic role JD continues to play in youth culture today.

The campaign is spearheaded by a heightened documentary style film — titled ‘The Bag for Life’ — marking a distinct new direction for the brand. Soundtracked to the timeless classic ‘Sweet Harmony’ by Liquid, the launch film is rooted in authentic, relatable, real-life scenarios of JD consumers.

From a first kiss, to kickabouts on the street, family gatherings and hanging out with mates, the film follows the JD duffle bag forwards through moments we all know and love during the holiday period.

The film is curated with talent across sport, entertainment, music and culture — featuring fifteen well-known faces alongside street-cast young people to empower and inspire the next generation. Talent includes: Kano, Central Cee, Joy Crookes and Nia Archives. Directed by Amara Abbas from Iconoclast, the film deviates from archetypal Christmas tropes, delivering a counterpoint that resonates with the brand’s core audience and communities.

To kick off the outdoor campaign, the executions initially teased mysterious shots of unknown models wearing the iconic JD duffle bag from behind. When the campaign went live, all media switched simultaneously to reveal the identity of the models: celebrity talent — also icons of youth culture today.

Key OOH will also go live in relation to key areas associated with the talent — for example Central Cee’s execution will be across Shepherd’s Bush — his home neighbourhood.

‘Forever Forward’ launches in JD stores, shopping malls and high streets this November, serving up all the sports fashion essentials this Christmas. The iconic JD duffle will be recreated and brought to life through a series of fun consumer digital and in-store experiences.

Find out more on Uncommon.