JD Sports has become the latest brand to unveil its Christmas advert for 2021.
The sports fashion chain has joined the likes of Aldi, Lush and Celebrations who have all launched their festive campaigns this week.
The star-studded advert features stars from the worlds of sport, music and entertainment that are shaping youth culture today.
The ad celebrates the very best of the high street which at first glance looks ordinary but it quickly becomes clear that every store has a touch of Christmas magic to it.
Titled ‘King of the Streets’, the festive video stays true to the company's roots since it was filmed in Greater Manchester, close to where it was founded four decades before.
Soundtracked by Toddla T and Shaybo, the advert follows a young man walking down a seemingly ordinary high street on a cold night in the lead up to the big day.
But this festive fictitious street is anything but normal when he stumbles on a series of British culture's biggest names, including TV presenter Maya Jama, Comedian Michael Dapaah and footballer Kalvin Phillips.
Shoppers can spot plenty of other famous faces too like England and Borussia Dortmund player Jude Bellingham, Liverpool and England player Trent Alexander-Arnold and Leah Williamson who plays for both Arsenal and England.
Other big names featured are the rapper Aitch, singer Gracey, Manchester United and England player Jadon Sancho and the rappers Little Simz and Tays.
Each of the feature stars is said to embody "JD’s bold and pioneering spirit", according to the brand.
This includes YouTube sensations of Sidemen fame KSI and Tobi Brown (AKA TBJZL), rap duo Young T & Bugsey, Brighton breakout artist ArrDee, Love Island star Joanna Chimonides, presenter Joelah Noble, Jay 1 and Stormzy-approved bike collective Bike Stormz.
Watch the JD Sports 2021 Christmas advert here
“JD Sports has been part of the British high street since it was founded 40 years ago," says Peter Cowgill, Executive Chairman of JD Sports Fashion plc.
Mr Cogwill added: "As a business, we have always embraced the communities that shop with us and the culture that surrounds us, and there’s no better time to celebrate that than Christmas.
"We’re proud to have the hottest talent from music, sport and culture as we see our high streets come alive ahead of the festive season.”
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