JD’s ‘Forever Forward’ Campaign Celebrates 25 Years of the Iconic Travel Bag

JD, the UK’s leading youth fashion and sportswear retailer, has launched its new brand platform, Forever Forward, with a seasonal campaign called ‘The Bag for Life’. The campaign celebrates the role of JD’s iconic canvas bag as a timeless symbol of British youth culture.

The campaign is led by a documentary style film that features the JD travel bag through the holiday times we all know and love, from first kisses to kicking a ball in the street. The film stars a wide range of stars from the worlds of sports, entertainment, music and culture, including Kano, Central Cee, Joy Crookes and Nia Archives.

In the outdoor ads, a mysterious shot of an unnamed model wearing a JD travel bag from behind is followed by footage revealing the identities of these stars. The main OOH campaign will run in areas associated with these stars, such as Central Cee’s hometown of Shepherd’s Bush.

Benny Everitt, Executive Creative Director of Uncommon Creative Studio, says: “The JD Luggage Bag has been a huge part of British youth culture for many years. We wanted to create a campaign that utilized the luggage bag itself as a connection point between the brand and its audience, celebrating its significance today more than ever. Authentic moments, talent and tactical OOH were utilized to convey this message during the festival.”

JD’s ‘Forever Forward’ Campaign Celebrates 25 Years of the Iconic Travel Bag

Chris Waters, JD’s European Marketing Director, added: “JD has always been a driving force in youth culture and we wanted to celebrate the unique position the brand is privileged to occupy. As a leading sports fashion and lifestyle retailer, we are delighted to launch ‘Forever Forward’ whilst celebrating the 25th anniversary of the JD Luggage Bag, which is a prominent icon for our audience. This year’s cast are young people with the inner strength to shape the world around them, and JD is honored to shine a spotlight on these extraordinary talents and encourage the next generation to keep moving forward.

Launching in JD stores, shopping centers and on the high street this November, the ‘Forever Forward’ campaign will provide all the sports fashion must-haves for this Christmas. Through a series of fun consumer digital and in-store experiences, the iconic JD duffel bag will be recreated and brought to life.

Cultural significance

JD’s ‘Forever Forward’ campaign is an important cultural moment as it celebrates an iconic item of British youth culture.

The campaign also highlights JD’s driving role in British youth culture. The brand has been at the forefront of emerging trends and cultural phenomena and is committed to providing young people with the goods and experiences they need to express themselves.

“The ‘Always On’ campaign is the latest demonstration of JD’s commitment to UK youth culture. The brand is committed to promoting and supporting youth culture and helping young people shape the world around them.

JD, the UK’s leading youth fashion and sportswear retailer, has launched its new brand platform, Forever Forward, with a seasonal campaign called ‘The Bag for Life’. The campaign celebrates the role of JD’s iconic canvas bag as a timeless symbol of British youth culture. The campaign is led by a documentary style film that features…

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