JD Sports' Xmas: Stars Create Their Own Holiday

JD Sports' 2026 Christmas campaign, "Create the New," shifts focus from festive clichés to the reality of the holiday season. It features prominent young Australian athletes Mary Fowler and Gout Gout, showcasing their downtime activities.

Sprinter Gout Gout, known for his speed, is humorously depicted running late for a meet-up. He recently achieved a historic 19.67 seconds in the 200m, surpassing Usain Bolt's teenage record.

Footballer Mary Fowler is shown welcoming friends for a casual gathering, a relatable scene for those returning home for the holidays. Fowler recently recovered from an ACL rupture in 10 months, contributing to Manchester City's double win and the Matildas' Asian Cup run.

The campaign extends to other athletes across Australia and New Zealand, including rugby players and NRL stars, and features JD ambassadors and content creators. It captures the full spectrum of year-end activities, from shopping for gear to enjoying rideshare journeys and celebrating New Year's Eve with city skyline fireworks, symbolizing hope for the year ahead.