Little Simz and Aitch star in JD Sport’s new Christmas Ad

JD Sports has unveiled its star-studded line up for the ‘King of the Streets’ Christmas Ad. Celebrating the best in British talent and the city that bore the sportswear giant, the advert was filmed on the streets of Greater Manchester, in the same neighbourhood where JD Sports was founded 40 years ago. Founded in 1982, JD Sports has been a welcome fixture on highstreets throughout the UK. A hub for youth culture and streetwear, JD has remained generation after generation and each cast member for this campaign has been carefully selected for their impact on British youth culture and an enduring spirit that matches that of the High Street giant.

“As a business [JD Sports has] always embraced the communities that shop with [them] and the culture that surrounds [it]” says Peter Cowgill, Executive Chairman of JD Sports Fashion plc.

Set to a soundtrack by Toddla T and Shaybo, the advert focuses on a young protagonist strollign down a fictitious street, checkign out a series of reimagined JD shops including a dog groomers and milkshake parlour.

Each Christmassy JD store showcases a duo of young British stars working and catching up through the windows. Maya Jama and Michael Dapaah running a dog groomers, Little Simz and MS Banks in a milkshake parlour called Jammy Dodgers, Aitch and Shaybo working the Jerk & Dumplings takeaway and British rappers Central Cee and Russ Millions exploring the Juicy & Delicious grocery store.

Other British stars in the advert include Jude Bellingham, Trent Alexander-Arnold, Ebe Eze, Kalvin Phillips, Leah Williamson, Jadon Sancho, KSI, Tobi Brown (AKA TBJZL), Young T & Bugsey, ArrDee, Joanna Chimonides, Joelah NOble, Jay 1 and Bike Stomz.

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