JD Sports Continues to Hero Iconic Duffle Bag in Special OOH

Celebrating 25 years since its iconic duffle bag first launched. The duffle bag’s role as an enduring symbol of British youth culture sits at the heart of this new global campaign. Whether serving as a boot bag, a record bag, a school bag, or carried crossbody, the JD duffle has been an unwavering companion through generations.

The campaign launched earlier this month, with a heightened documentary style film - titled ‘The Bag for Life’ - marking a distinct new direction for the brand rooted in authentic, relatable, real-life scenarios of JD consumers. The film received an incredible response on social from JD’s audience.

To support the film, the campaign continues across special OOH media placements that place the bag front and centre.

Executions include special doubled sided bus stops along Oxford Street that allow people passing by to see both the front and the back of the talent image wearing the duffle bag.

Other parts of the media plan for the campaign include executions being initially teased with mysterious shots of unknown models wearing the iconic JD duffle bag from behind for one week.

When the campaign went live, all media switched simultaneously to reveal the identity of the models: celebrity talent - also icons of youth culture today.

The OOH features the fifteen well-known faces that star in the film, alongside street-cast young people to empower and inspire the next generation. Talent includes: Kano, Central Cee, Joy Crookes and Nia Archives.

The OOH will also go live in relation to key areas associated with the talent - for example Central Cee’s execution will be across Shepherd’s Bush — his home neighbourhood.

The campaign is live across OOH, DOOH, bus wraps, tram wraps and social across the UK and Europe.