News 3 November 2022

JD Sports Unveil ‘King Of the Game’ Christmas Campaign Featuring Central Cee, Kano, KSI, Snoochie Shy, Chunkz, Bugzy Malone & More

3 November 2022

It’s that time of year again and to officially kick off the Christmas season, JD Sports is back with their annual Christmas campaign! 

Called ‘King of the Game’ and launching today, JD has kept up their usual tradition of calling up the biggest and brightest big names across music, sport and culture for a campaign that celebrates the spirit of competition and the magic of Christmas. 

As the go-to place for sportswear and fashion all year long, JD always ends the year with a bang at Christmas and offers shoppers a sick campaign that is always packed to the brim full with all of our favourite stars.  

The message of the campaign this year is that competition creates kings. Competition can be anything from creating beats in your bedroom to a rap battle to even competing with friends to have the freshest winter garms this season. Whatever it is – JD is here to help. 

The ‘King of the Game’ campaign will launch in stores, shopping centres and in media from November and within the ad, there is a magical JD Arcade featuring big names such as Central Cee, Kano, KSI, Arrdee, Snoochie Shy, Chunkz, Bugzy Malone and more. 

The advert opens with actor Cole Wealleans-Watts enjoying a boring shopping trip with his family before he is ushered into a magical star-studded arcade by man of the moment and internet superstar Chunkz. 

Stepping into a JD arcade dreamworld, Cole is later met by the likes of KSI, Tobi Brown, Kojey Radical, Knucks, Arrdee, Thiago Silva, Anthony Joshua and more. 

Bringing together the biggest names in the UK, the ad directed by Rollo Jackson is soundtracked by the legendary Kano’s massive grime classic hit “Ps &Q s” – Kano even takes a break from his music and filming Top Boy to make a cameo!

The full cast of the 2022 JD Sports Christmas campaign is as follows: 

Amaria BB 

Amelia Dimoldenberg 

Anthony Joshua   


Bugzy Malone

Central Cee

Chloe Kelly


Cole Wealleans-Watts

Ella Toone

Ethan Matthews

Fumez The Engineer

Harry Pinero

Harvey Elliott

James Maddison

Jasmine Jobson

Joanna Chimonides



Kojey Radical


Laurie Elle

Ms Banks


PK Humble



Snoochie Shy

Thiago Silva

Tobi Brown

Trent Alexander-Arnold

Virgil Van Dijk 

Nadia Kokni, Global Group Marketing Director at JD, said, “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. This year’s 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.”

Take in the full advert above.