JD Sports launches New Wave youth-focused summer campaign

By

Nigel TAYLOR

Published
May 16, 2024

Sportswear retail giant JD has announced its ‘New Wave’ campaign across Europe to advance youth culture “demonstrating [its] commitment to supporting young people and improving accessibility to growth opportunities”.

Through the five-country campaign, which includes the UK, Germany, France, Spain and The Netherlands, JD aims to “cultivate emerging talent from key regions” across the brand’s pillars of music, sport, community and youth culture by providing opportunities for aspiring young people to access mentorship, guidance and role models.

JD said it “understands that talent is everywhere, but opportunity isn’t”.

Demonstrating its commitment to up-and-coming talent on a global scale, the campaign showcases “remarkable individuals across regions alongside key sponsorships” with the likes of Ball Out 3x3, summer festivals, JD Foundation and JD Grant-Giving.

In the UK, this includes Freestyle footballer Kaljit Atwal and Dance Collective Sturdy Off.

Meanwhile, JD is to be the lead basketball partner for ‘Ball Out’ 24, as the event celebrates its 10th anniversary with a national tour that includes five qualifying events across England and a national final in London.

And throughout the summer, it will also be providing ticket giveaways for some of the UK’s best youth festivals including Reading & Leeds, and Longitude, as well as sponsoring the Chevron Stage at Reading & Leeds to offer festival-goers an opportunity to experience some of the best talent in the music space.

Chris Waters, Marketing Director at JD Sports, said: “For 40 years, JD Sports has been pivotal in shaping youth culture through style and representation. With the 'New Wave' campaign, we are strategically harnessing our key pillars of culture, sport, music and community. This initiative is designed to create opportunities and access, empowering young talent to drive culture forward."