JD Sports Fashion: King of the Streets

JD Sports Fashion plc, the leading retailer of sports, fashion and outdoor brand, has unveiled its first fully integrated global Christmas campaign - 'King of the Streets'. The campaign reflects the authentic role which JD plays in youth culture today - bringing audiences closer to the brand while reinforcing the retail giant's high street dominance through a creative extension of its 'King of Trainers' positioning.
Agency: Cake

At its heart is a two-minute TV ad, ‘JD Street’, starring sporting, musical and TV youth culture icons including Maya Jama, KSI, Jadon Sancho and Trent Alexander-Arnold. In celebration of the retailer’s 40th year, and with a nod to its Mancunian heritage, the spot premiered during Saturday’s Manchester derby on Sky Sports. The campaign is a real ‘who’s who’ of the people shaping British youth culture today. Every one of the cast embodies JD’s bold and pioneering spirit. Soundtracked by Toddla T ft Shaybo, the TVC sees a young protagonist taking a stroll down ‘JD Street’ on a cold, quiet, wintery night. At first glance, it looks like an ordinary high street, but upon closer inspection it becomes clear that every store has been reimagined with a touch of JD Christmas magic. In the local milkshake parlour (Jammy Donuts: King of Shakes & Cakes), Little Simz can be spotted having a casual catch up over a shake with Ms Banks. Meanwhile, Manchester’s very own Aitch and Queen of the South Shaybo are serving up Jamaican patties in the West Indian takeaway next door (Jerk & Dumplings: King of Flava). While, drill artists Central Cee and Russ Millions are on the hunt for mince pies at the grocery store (Juicy & Delicious: King of Groceries). Maya Jama and Michael Dapaah are running a questionable dog grooming salon (Jama & Dapaah: King of Trims), frequented by a host of famous faces who want their canine companions to have a last-minute Christmas trim. Cameos from other well-known figures include YouTube sensations KSI and Tobi Brown, rap duo Young T & Bugsey, lockdown breakout artist ArrDee, Love Island star Joanna Chimonides, presenter Joelah Noble, rapper Jay 1 and Stormzy-approved bike collective BikeStormz, a movement to end violence and knife crime. Britain’s brightest football talent shine through, as Jude Bellingham, Trent Alexander-Arnold, Ebe Eze, Kalvin Phillips, Leah Williamson and Jadon Sancho each pay a visit to ‘JD Street’. Behind the lens also saw a truly diverse crew that matched the varying needs of the talent and included young trainees hailing from Manchester, Liverpool and London – a commitment laid out by production partner Pretty Bird who pride themselves in having due representation behind the camera.