Celebs compete to be ‘King of the Game’ at London launch of JDs new Christmas campaign last night

British superstars, defining sport, entertainment and music culture brought their best game to west London last night to celebrate the launch of JD’s new Christmas campaign – ‘King of the Game’ – which launches today (3rd November.) https://www.youtube.com/watch?v=XQ9FcriyC-U

Friendly rivalry was palpable in the air, as the leading retailer for youth fashion and sports brands brought to life the central setting featured in this year’s festive campaign – a majestic neon-fuelled games arcade in White City, west London.

Former two-time unified heavyweight world champion, Anthony Joshua OBE (33), social media superstar, Chunkz (26), Season 5 Love Islander, Joanna Chimonides (26) together with YouTuber and rapper, KSI (29), and fellow Sidemen member Tobi Brown (29) were just a handful of the star-studded cast that turned out in their droves to experience the ultimate hangout.

Taking cues from the new advert, the ‘JD Arcade’ challenged hundreds of guests to go head-to-head to become ‘King of the Game’ with ten-pin bowling, basketball hoops, streetwear claw machines and fast-paced air hockey.

Stars were also treated to a pre-screening. Staying true to its roots, JD heroes the best in British youth culture, with this year’s campaign celebrating the spirit of competition and the magic of Christmas.

Jam-packed with famous faces, JD’s new festive TVC is soundtracked by Kano’s culture-defining grime track ‘P’s & Q’s’.

The spot opens with a family Christmas shopping trip, featuring JD’s protagonist from last year, played by actor Cole Weallean-Watts.

Just as the boredom starts to kick in, social media star Chunkz catches his eye and signals to an illuminated ‘JD Arcade’.

Entering the JD Arcade dreamworld, he immediately sees YouTube’s finest Sidemen, KSI and Tobi Brown, challenging each other on the dance machine.

Meanwhile British rappers Bugzy Malone, Knucks and Arrdee are seen battling it out on the air hockey table, alongside British boxing icon, Anthony Joshua.

Top Boy actress, Jasmine Jobson, makes a special appearance alongside Liverpool F.C and England ace Trent Alexander-Arnold, as they try their luck on a streetwear claw machine.

With the Lioness’ celebrations still fresh in our memories and FIFA World Cup around the corner, there’s competition in the air. JD has drawn inspiration from these competitive moments to create this year’s Christmas campaign.

‘King of the Game’ is an invitation for everyone to be king in their own chosen pursuit, inspired by an eclectic line-up of British youth superstars defining sport, entertainment, and music culture right now.

Euro 2022 history-makers, Ella Toone (Manchester United Women F.C. / England), Chloe Kelly (Manchester City Women F.C. / England), stop by the JD Arcade to embrace their competitive spirit.

As well as more of Britain’s brightest football talent Harvey Elliott (Liverpool F.C. / England), James Maddison (Leicester City F.C. / England), Thiago Silva (Chelsea F.C. / Brazil) and Virgil van Dijk (Liverpool F.C. / Netherlands).

Nadia Kokni, Global Group Marketing Director, JD, comments: “JD has always been at the forefront of progressing youth culture. As the number one destination for sports fashion, we’re excited to unveil ‘King of the Game’ this Christmas. This year’s cast list demonstrates that JD takes pride in spotlighting and supporting talent that are pushing boundaries and hustling to be at the top of their game. The campaign brings to life the power of competition in a fun and festive way that everyone can relate to, reinforcing JD’s position as undisputed at Christmas”.

Music fans will also be able to spot Rap talent, Central Cee take on the top score on the pinball machine, with slowthai and Ms Banks also appearing within the JD Arcade.

No one is close to defeating TikTok stars Ethan Matthews and Laurie Elle, who are seen dominating the dance-mat battle with their signature viral moves.

New Gen RnB singer Amaria BB slides out from behind the booming sound system on a motorbike, ready to go head-to-head in a racing game with Mercury Award nominated artist Kojey Radical.

Fumez The Engineer (music producer), Ojerime (music artist), Harry Pinero (YouTuber & presenter), PK Humble (YouTube & presenter), Snoochie Shy (presenter), Joanna Chimonides (TV personality), R.A.E (music artist) and Amelia Dimoldenberg (YouTuber & TV presenter) can all be found in the JD ‘King of the Game’.

JD believes that competition creates kings – whether you’re performing on the professional stage, creating beats in your bedroom, or competing with your friends to have the freshest winter sportswear look, JD has you covered this Christmas.

‘King of the Game’ launches in JD stores, shopping malls and high streets for all your sports fashion essentials this Christmas. Throughout November and December, the ‘JD Arcade’ will be rolled out via a retail tour across Newcastle, London, West Midlands, Bristol, Manchester and Glasgow, where classic arcade games will feature in JD stores and instant prizes can be won. For more information on when the ‘JD Arcade’ will be in a store near you, stay tuned to JD’s social channels @jdofficial.

The JD Christmas campaign will be aired from Thursday 3rd November, with JD exclusive product drops available online at jdsports.co.uk and in stores across the UK.