JD give youth the lens in new Christmas Campaign ‘Where are you going?’

JD, the leading retailer for youth fashion and sportswear brands, have this morning unveiled its 2025 Christmas campaign, ‘Where are you going?’.

A raw, self-directed portrait of youth culture shot entirely on mobile phones, JD hands over the camera and creative control to young people themselves. No rigs. No sets. No lighting crews. Just 286 individuals from around the world capturing life exactly as they see it. Vertical. Unfiltered. Real.

Cole Palmer is caught having his picture taken with a group of fans who jokingly point out the camera is the wrong way round in true gen-z spirit. Nemzzz is in the club with his crew, while Jade Thirlwall laughs between takes in the studio. Paddy the Baddy mentors the next generation of talent in a local community gym and Myles Lewis-Skelly hits the tennis courts with a pal, a sport he’s played since he was young. Stillryan hits the streets, mic in hand and Skye Newman rides with a friend, music up – all revealing the kind of spontaneous, joyful moments that could live in anyone’s camera roll.

Neil Corrie, Marketing Director at JD, says: “Young people today don’t need to be told who they are, they’re already showing us. JD’s ‘Where are you going?’ isn’t about them, it’s made by them. It’s their voice and their direction. This is youth culture, not as a trend to follow, but as a movement to believe in”.  

The JD ‘Where are you going?’ Christmas campaign can be viewed on the JD YouTube here from today, with exclusive product drops available on their website.