The sports fashion retailer’s advert titled ‘A Family Portrait’ presents a unique perspective on traditional family constructs through the eyes of its consumers, redefining what family really means today.

The film features five British celebrities including Central Cee, Maya Jama, and Trent Alexander-Arnold. 

Chris Waters, UK & EU marketing director at JD Sports said: “Our JD ‘Family’ campaign honours not just the families we’re born into, but also those we choose along the way. At this time of year, the essence of family is woven into everyday life, and our campaign seeks to highlight the authentic connections and lived experiences of all forms of family.

“As the leading retailer in sports fashion and lifestyle, JD proudly showcases this year’s incredible talent alongside their families, celebrating the bonds that truly matter in moments that represent them.”

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