The holidays are just around the corner and JD Sports is getting into that festive feeling with its latest campaign. Filmed on the streets of Greater Manchester, a stone’s throw from where JD Sports was founded 40 years ago, the film brings together an array of stars from the worlds of sport, music, and TV who are shaping British culture today.

Soundtracked by Toddla T and Shaybo, the two-minute spot takes place on a fictional high street where every store has been given a little bit of “JD magic”. Making appearances are musicians Little Simz, ​​Ms Banks, Central Cee, and Russ Million, as well as footballers Jude Bellingham and Jadon Sancho, and Stormzy-approved bike crew Bike Stormz, among others.

Over the channel, the retailing giant brought to life the spirit of the video in Berlin by transforming cult kebab shop ø27 into “Jebab & Dips – King of Flava”, a fictional location featured in the film. For 10 days, every customer that spent more than €120 in one of five JD stores received a tailor-made “Jebab” menu at ø27.

True to the all-star vibe of the film, for the opening event JD Sports brought in a number of local talents including German rapper Pajel. Given the occasion, we asked the rapper two critical questions. Firstly, his favorite sneaker of the year: “The second Travis Scott x Air Jordan 1 OG Low drop”. Secondly, how he takes his kebabs: “Without onions, extra feta cheese, and of course, it has to be spicy.”

Check out some of JD Sports' exclusive holiday collection above and head to to shop them and more.

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