JD Rejects the Old For Something New In 2026 Christmas Ad

JD’s annual Christmas ad has landed, and as expected, the sportswear retailer has rounded up its international family of creatives, DJs, singers and athletes to celebrate the moment with a fresh perspective.

Encompassing the collective’s aspirational outlook, the campaign explores the holidays as a time for new possibilities and opportunities. Through the message “Create the New,” it rejects typical festive traditions and sees the talent turning to their own practices to put a personal twist on the season.

In the visuals, CHRIS STASSY, Sammy Virji, and other breakthrough DJs join singer-songwriter Skye Newman to blend their signature sounds and create a new track. Channelling the spirit of collaboration, athlete Lauren James unites with custom football garment designer Antonia Bronze for a new piece that weaves their individual passions together.

The stories play out through one overarching narrative that captures the next generation and their ability to carve out their futures, tying into JD’s longstanding ethos “Forever Forward.” Alongside the British cast, the retailer also calls on European talent such as footballer Ferran Torres, mixed martial artist Ilia Topuria, musicians Emelia Mernes, Ele A, and more.

Reflecting on the campaign, Managing Director at JD, Paul Orange, 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.”

“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.”

Explore the 2026 Christmas ad in the galleries above.

To shop the sportswear and sneakers featured in the campaign, head to JD’s website and global stores.