JD Sports has introduced a new global brand identity focused on youth culture.

Created by Uncommon, the new look- called ‘Forever Forward’- aims to make JD a “driving force behind elevating youth culture”.

F37 Foundry worked with Uncommon to design a custom font. The rebrand also includes a design toolkit and motion elements, which will be used in 38 markets.

Louisa Craggs, head of brand at JD Sports, said: “Since our partnership with Uncommon began, we’ve loved how they’ve always pushed and challenged us to think differently.”

“This new brand platform is the perfect example of the studio truly understanding our mission and our place within youth culture, with every last design detail so carefully considered, and the end result is better than we could have imagined,” she added.

The new identity will roll out over the next few years across stores, ads, social media, and AV channels.

Benny Everitt, ECD at Uncommon, said: “JD Sports has always been a brand at the forefront of youth culture, but with its rapid global expansion, it needed a cohesive visual identity to bring this to life globally.

“Working with brands at a pivotal moment of change is our heartland, and we’re excited to see ‘Forever Forward’ live in the world across all physical and digital touchpoints, a true representation of JD Sports’ ambitions to drive self-identity forward among this audience.”