JD Sports enlisted some of the UK’s top sports and entertainment personalities for its 2024 Christmas ad campaign, which features stars such as Trent Alexander-Arnold, Central Cee and Paddy Pimblett.

The campaign also includes appearances from Maya Jama and Beta Squad, with all the featured celebrities shown alongside their real-life families and closest friends.

The brand’s 90-second film, titled ‘The Family Portrait,’ highlights the importance of spending meaningful time with loved ones, especially during the holiday season.

The film will be bolstered by a nationwide out-of-home campaign featuring candid images of the stars with their families, with key placements in London, Manchester and various European locations.

“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,”JD Sports UK and EU, Marketing Director, Chris Waters, said.

“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.”