The Dreams Of The Youth Take Centre Stage In JD’s Christm…

JD’s Christmas 2025 campaign has officially landed.

Titled Where Are You Going?, the campaign hands the camera and creative control over to young people from across the globe —as well as a cast of familiar faces from music, sport, and social media.

Shot entirely on mobile phones by young people, directed by Francis Plummer and edited by Anders Mills, the video captures the daily life and aspirations of young people globally, whether they’re studying, working a 9-5 or representing their country on the world stage. From the sporting world, they’ve got Cole Palmer, Paddy “The Baddy” Pimblett, Jeremie Frimpong and Myles Lewis-Skelly, mixed in with music’s ascendant stars Jade Thirlwall, Chy Cartier, LeoStayTrill, Josh Baker, Nemzzz and Skye Newman, while the Beta Squad, Stillryan and the Angry Ginge represent the world of social media and content creation.

Striking the balance between aspirational and day-in-the-life, we also get soundbites from young people taking big swings for their shot at the limelight. Each person featured was asked one simple question: Where are you going?

 “I want to be famous,” one said. “If that doesn’t work, I’ll just become a pharmacist.” Another admits: “You can fail, you can make mistakes—but really, who cares?” Someone else confides, “I’m scared we’re not going to be friends in 10 years,” while another adds: “I wanna have fun! Times are changing, ya get me!”

JD’s Where Are You Going? campaign is now live on the JD YouTube channel, across digital and in-store, with exclusive product drops available online at jdsports.co.uk and in stores across the UK.