Electronic artists feature in JD Sports Christmas campaign
Several figures from electronic music and nightlife appear in the 2026 holiday advertisement, highlighting the retailer's connection to the scene.
DJs and producers Sammy Virji, Chris Stassy, and Josh Baker are part of JD Sports' 2026 Christmas campaign. The new advertisement features a range of artists, musicians, athletes, and creatives, set to Grace’s track ‘Not Over Yet’.
The campaign, titled 'Create the New', also includes rising DJ and producer Kai Saunders. A blog post from JD Sports states that the campaign reflects the brand's developing relationship with electronic music culture, recognizing its influence on fashion and youth identity.
Rather than focusing on slowing down, the advertisement presents the end of the year as a chance to build momentum and look forward. Its themes include creativity, self-expression, and ambition. Other notable figures from beyond music, such as Spanish footballer Ferran Torres, MMA fighter Ilia Topuria, and YouTube streamer Plex, also appear in the campaign.
To celebrate the launch, Josh Baker recently headlined a free rave in Amsterdam. Chris Stassy, who recently changed his name from Chris Stussy, released his first track under the new moniker, ‘U Know Me’ featuring Marz Fay, in August. Sammy Virji’s new album, ‘Open Late’, exploring the spontaneous nature of tour life, dropped in late October. Josh Baker was named the Highest New Entry in DJ Mag’s Top 100 DJs 2026 poll and has upcoming sold-out shows in London.
First reported by DJ Mag ↗.