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JD has released its 2026 Christmas advertising campaign, titled “Create the New.” The campaign features musicians and athletes collaborating on music and a custom football garment, framing the holiday season around personal expression and future possibilities.
JD has released its 2026 Christmas campaign, titled “Create the New,” with musicians, DJs and athletes shown developing creative projects rather than following familiar festive routines. The sportswear retailer says the campaign presents Christmas as a time for new possibilities and connects that idea to its long-running “Forever Forward” message.
The campaign brings together British talent including DJs CHRIS STASSY and Sammy Virji, singer-songwriter Skye Newman, footballer Lauren James and custom football garment designer Antonia Bronze. In the campaign visuals, the musicians collaborate on a new track, while James and Bronze create a garment that combines their interests, according to the report published by Hypebeast.
JD also features European names including footballer Ferran Torres, mixed martial artist Ilia Topuria and musicians Emelia Mernes and Ele A. The campaign’s separate stories are linked through an overarching narrative about young people shaping their own futures. Hypebeast described the campaign as an annual JD release and said the 2026 edition had landed.
JD Managing Director Paul Orange said the retailer wanted to celebrate a generation creating opportunities and contributing to culture. The report says the campaign is available to view in an online gallery and that products featured in it can be shopped through JD’s website and stores.
How JD Reframes Its Holiday Campaign
The campaign gives JD a seasonal marketing platform for connecting its sportswear and sneaker retail business with music, football and youth culture. Rather than centering the story on conventional holiday customs, “Create the New” puts collaboration and individual creative practice at the center of its Christmas imagery.
That approach also links the ad to the company’s “Forever Forward” positioning. For viewers, the practical news is the arrival of a new campaign featuring recognizable athletes and emerging and established music talent; the source does not report a product launch, sales results or a change to JD’s business strategy.
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JD’s Annual Christmas Advertising
Hypebeast reports that JD’s Christmas ad is an annual campaign and that the retailer assembles an international group of creatives, musicians and athletes for it. The 2026 edition uses “Create the New” as its central message, encouraging its featured talent to put a personal interpretation on the season.
The campaign’s “Forever Forward” language is described by JD as a longstanding ethos. Orange’s remarks connect the company’s holiday messaging to communities around sport, music and style, as well as to offering younger people a platform. The supplied report does not provide details about previous campaign themes or compare the 2026 ad’s reach with earlier years.
Campaign Reach and Rollout Details
The available report does not specify the campaign’s media schedule, geographic rollout, budget or expected audience reach. It also does not give performance data, such as views, engagement or sales linked to the ad. The source describes creative scenes and featured participants but does not clarify how much of the music or garment-making process is shown in the full campaign.
JD’s stated aims are attributed to Orange; the report does not independently measure whether the campaign changes consumer perceptions or gives young creatives a lasting platform. Those outcomes remain unknown from the information provided.
Where to Watch and Shop
The report directs viewers to the campaign gallery to see the 2026 Christmas ad and its associated visuals. JD says products featured in the campaign are available through its website and global stores, according to Hypebeast. No further campaign events, release dates or additional content were specified in the source material.
Any assessment of the campaign’s response will depend on future audience or retail data, none of which was included in the report. For now, the confirmed next step for consumers is to view the ad and browse the featured products through JD’s retail channels.
Key Questions
What is JD’s 2026 Christmas campaign called?
It is titled “Create the New.” JD presents it as a campaign about personal expression, collaboration and new possibilities during the holiday season.
Which artists and athletes appear in the campaign?
The report names CHRIS STASSY, Sammy Virji, Skye Newman, Lauren James and Antonia Bronze, along with European talent including Ferran Torres, Ilia Topuria, Emelia Mernes and Ele A.
What do the featured participants create?
The campaign shows DJs and singer-songwriter Skye Newman collaborating on a new track. It also pairs footballer Lauren James with designer Antonia Bronze to make a football garment drawing on their individual interests.
Where can viewers see the ad and shop its products?
Hypebeast directs readers to an online gallery featuring the campaign. It says products shown in the ad can be bought through JD’s website and global stores.
Source: hypebeast.com
