JD Sports is redefining what it means to capture youth culture this Christmas with its bold new campaign, “Where Are You Going?” — a raw, self-directed portrait of real life, shot entirely by young people on their mobile phones.
In a powerful shift from the polished production sets we’re used to, JD has handed creative control to 286 young creators across the globe. No lighting crews. No directors. Just authentic, unfiltered moments filmed vertically — the way this generation lives it.
At a time when headlines try to define what Gen Z stands for, JD’s new campaign celebrates individuality, ambition and connection. It’s a celebration of those who refuse to be labelled — from aspiring musicians chasing platinum dreams to students grinding for exam success. Each story starts with one question: “Where are you going?”
Voices of a Generation
The responses are honest, funny, and deeply human.
“I want to be famous. If that doesn’t work, I’ll just become a pharmacist,” one voice admits. Another adds, “You can fail, you can make mistakes… but really, who cares?”
Together, these voices capture what it truly feels like to be young in 2025 — chasing success, fearing the future, and living in the moment.
Familiar Faces, Real Stories
Among the hundreds of real clips are appearances from familiar names — all seen in a refreshingly real light. Cole Palmer poses with fans mid-selfie mishap; Nemzzz hits the club with his crew; Jade Thirlwall laughs between studio takes; Paddy “The Baddy” Pimblett mentors kids at a local gym; and Skye Newman rides through the city, music blaring.
They’re joined by emerging voices like Stillryan, Chy Cartier, LeoStayTrill, and Myles Lewis-Skelly, proving that fame or not, everyone’s story matters.
“Young people today don’t need to be told who they are — they’re already showing us,” says Neil Corrie, Marketing Director at JD. “This isn’t about them; it’s made by them. This is youth culture, not as a trend, but as a movement.”
A Living Gallery of Youth
Blending film and stills, “Where Are You Going?” feels like scrolling through a friend’s photo album — raw, emotional, and full of life. It’s a gallery of moments that define what it means to grow up in a world that’s always moving Forever Forward.
The campaign launches Friday, 7th November at 8am GMT across JD’s YouTube channel, digital platforms, and outdoor screens — alongside exclusive Christmas product drops at JD Sports UK.
The Team Behind the Lens
Created by Uncommon Creative Studio, the campaign was directed by Francis Plummer (27) and edited by Anders Mills (26) — two young talents who embody the same energy the campaign celebrates.
About JD
JD is a global leader in sportswear and youth fashion, with over 3,400 stores and 65,000 employees across 36 territories, including the UK, Europe, North America, and Asia Pacific. Known for merging top brands with its own-label lines, JD continues to shape culture — one story at a time.
