In 2023, JD Sports celebrated 25 years since its iconic duffel bag first launched. This campaign aimed to celebrate the bag and the people who wear it, reflecting the authentic role the brand plays in youth culture today.

The duffel bag’s role as an enduring symbol of British youth culture sits at the heart of The Bag For Life. Whether serving as a boot bag, a record bag, a school bag or carried crossbody, the JD duffel has been an unwavering companion through generations.

Featuring a documentary style, the film is soundtracked by the timeless classic Sweet Harmony by Liquid, and is rooted in the authentic, relatable, real-life scenarios of JD consumers. Stars from across sport, entertainment, music and culture are featured, including Kano, Central Cee, Joy Crookes and Nia Archives, alongside street-cast young people.

Directed by Amara Abbas from Iconoclast, the film launched in the Christmas season though deviates from archetypal Christmas tropes, delivering a counterpoint that resonates with the brand’s core audience and communities

Credits:
Agency: Uncommon Creative Studio
Production Company: Iconoclast
Director: Amara Abbas
Producer: Luke Plaister
Edit: Trim
Editor: Tom Lindsay
Producer: Polly Kemp
Post: Electric Theatre Collective