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JD Sports has launched a fresh campaign under the title of ‘New Wave’, with the emphasis on “empowering emerging youth talent”.

It spotlights what it calls “remarkable individuals”, such as freestyle footballer Kaljit Atwal and dance collective Sturdy Off from the UK, street dancers God Twins from Germany, singer Valerio Mazzei and basketball player Eddy Idem from Italy, rapper Jeune Lion from France, singer Maikel Delacalle from Spain, and rapper Yssi SB from the Netherlands.

JD Sports

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 and we are very excited.”

JD Sports

JD aims to “empower and elevate youth culture”, bringing depth and purpose to its engagement with its audience through the campaign.

Other ways the sportswear retailer is embracing the ‘New Wave’ this year include being the lead sponsorship partner for the 10th anniversary edition of basketball tournament Ball Out 3×3, a national tour that includes five qualifying events across England and a national final in London.

The business is also providing ticket giveaways for some of the UK’s most popular music festivals, including Reading and Leeds.

Additionally, the JD Foundation charity, which relaunched this year with a three-year strategy to enhance impact and opportunities for youth and communities, has committed to donating a minimum of £1 million each year to local charities and voluntary organisations through grants.

To drive colleague engagement, the charities will be nominated by JD employees across the UK, “ensuring a deep connection to the communities they serve, whilst creating meaningful change where it matters most”.



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