It's the work of the creative ad agency Uncommon, centered around one simple item: the retailer's iconic duffel bag.
The Uncommon team sensed that it would be a good time to have a bit of a reset on the tried and tested formula and make something that was 'built on the streets' and 'understood what Britain was like' in 2023.
The 'tinsel on steroids' approach wouldn't cut it for JD Sports consumers, who value time off and quality moments with family.
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