JD Sports have just released their star-studded 2022 Christmas ad, ‘King Of The Game’. JD’s annual Christmas campaign is known to be a tentpole cultural moment that celebrates the tastemakers, innovators and breakout talent of the year. This years campaign features 32 of the UK’s biggest artists, personalities and athletes—among the likes of Central Cee, KSI, ArrDee, Amelia Dimoldenberg, and Anthony Joshua.
The ad transports the audience through a futuristic, other-worldly Christmas game arcade, where we watch the various celebs battle it out against one another in classic arcade games—all against the backdrop of Kano’s ‘P’s & Q’s’ instrumental, which nods to the history of the brand and will prick the ears of any grime fan.
In the music lane, one the most notable musicians is rapper Central Cee, who’s had a colossal run this year with a slew of hits including ‘Doja’ and ‘Loading’, and boasts 21.5 million monthly listeners on Spotify. There’s also Jamaican-British songwriter, Amaria BB, whose track ‘Slow Motion’ blew up on TikTok earlier this year, as well as Knucks, Slowthai and Bugsy Malone.
As far as entertainment goes, JD have enlisted the massively successful YouTubers, Chunkz, Harry Pinero and KSI. The campaign also features Top Boy actress Jasmine Jobson, and Youtube sensation, Amelia Dimoldenberg, who created the famed Chicken Shop Date online series.
With the World Cup right around the corner, the ad also has no shortage of football stars, including England’s Connor Gallagher, James Maddison and Trent Alexander-Arnold; Wales’ Daniel James and Gareth Bale; the Netherlands’ Virgil van Dijk, and Brazil’s Thiago Silva.
You can catch all the stars of the campaign in store at your nearest JD, and on billboards across the country—and don’t forget to start your Christmas shopping early at JD.
