Kano, Central Cee, Nia Archives and Other Artists Come Together to Celebrate 25 Years of the Iconic JD Duffle Bag
For its 2023 holiday campaign.
Sportswear retailer JD has just dropped its annual holiday campaign. Titled “Forever Forward,” this year’s festive ad celebrates the enduring spirit of its ubiquitous duffle bag in light of its 25th anniversary.
Regarded by the retailer as the “original bag for life,” the minute-long video plays on the ever-evolving uses of the bag. Following a typical journey, it takes from the moment it leaves the store, the bag is captured in a humble housing estate, pirate radio studio, and other familiar British scenes, as JD shows how the icon has remained a reliable accessory for countless young people throughout the years.
Similar to previous holiday campaigns, the new ad doesn’t fall short on featuring a number of well-known talents from the retailer’s family of ambassadors. Whilst last year’s installment starred an array of entertainers and sports stars such as Anthony Joshua and KSI, the latest campaign is fronted by a range of music artists including Central Cee, Davido, Ronisia, Ants Live and Nia Archives. Long-time JD ambassador Kano also makes an appearance alongside his family who share a look into how the duffle bag plays an important role in their get-togethers.
Watch the full “Forever Forward” campaign in the video above. To shop JD’s holiday offering, head to the retailer’s website now.
