Last night, JD Sports hosted a vibrant event in North London to celebrate the launch of Sturdy Certified, a new initiative empowering UK youth in creative fields.
The event, held in collaboration with the rising social media platform Sturdy Off, featured live performances from DJ GBE, J Hope Strings, NDotz and Ugly Andz, with Nathan Hector as host.
Central to the announcement was the introduction of the JD Sturdy Studio, a co-funded space designed to nurture young talent across dance, music production, content creation and business mentorship. Set to open its doors from January to June 2025, the studio will offer workshops led by industry experts, aiming to inspire and equip the next generation of creatives.
Sturdy Off, founded in 2022 by Jordan Green and James Toppin, began as a dance-focused platform dedicated to giving young performers a space to showcase their skills. It has since grown into a movement that combines creativity, inclusivity, and social media influence to connect communities and elevate emerging talent.
The collaboration also includes the InterCity Series, which will spotlight grassroots talent across major UK and EU cities, and the Sturdy Certified Dance Show, offering participants a chance to win a life-changing global experience with JD.
Speaking on the collaboration, Sturdy Off Co-Founder Jordan Green said, “We are thrilled to partner with JD sports and look forward to delivering exciting opportunities that showcase the incredible young talent we have the privilege to work with.”
This partnership marks a significant milestone in JD’s mission to support youth innovation and creativity, demonstrating its commitment to fostering opportunities for the next generation.
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