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JD Champion The 'New Wave' In New Campaign

In a groundbreaking campaign dedicated to advancing youth culture, this initiative highlights the brand’s deep-rooted connection with the community and its steadfast commitment to nurturing the next generation by fostering creativity, innovation, and inclusivity that JD brings.



JD Sports recognises that while talent is abundant, opportunities are not equally accessible. With the New Wave campaign, JD aims to bridge this gap by cultivating emerging talent across the brand’s core pillars of music, sport, and lifestyle. The campaign will provide aspiring individuals with access to essential mentorship, guidance, and role models, all crucial for personal and professional growth.


By fostering homegrown talent, JD Sports seeks to bring depth and purpose to its engagement with the youth, ensuring that the voices of the next generation are heard and celebrated. The New Wave campaign by JD Sports highlights a diverse array of emerging talents, including UK freestyle footballer Kaljit Atwal and Dance Collective Sturdy Off, Germany's captivating street dancers the God Twins, Italy's singer Valerio Mazzei and basketball player Eddy Idem, France's rising rap star Jeune Lion, Spain's soulful singer Maikel Delacalle, and Netherlands' innovative rapper Yssi SB, each bringing unique skills and dynamic energy to the forefront of youth culture in their respective fields.

The campaign will focus on key regions, identifying and nurturing talent through a series of workshops, mentorship programs, and collaborative projects. By providing these opportunities, JD Sports aims to create a supportive environment where young people can thrive, innovate, and contribute meaningfully to their communities.


The New Wave campaign will roll out over the coming months, with a series of high-profile events, partnerships, and activations planned to engage and inspire the youth. Through this initiative, JD Sports reaffirms its role as a leader in the youth fashion and sports industry, committed to making a positive difference in the lives of young people everywhere.


Stay tuned for more updates on the New Wave campaign and how you can get involved in this exciting new chapter for youth culture. For more information, visit JD Sports’ official website and social media channels.

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