What moved (Aug'25–Jul'26)
| Metric | Aug'25–Jul'26 | Change |
|---|---|---|
| Awareness | 80% → 83% | +3pp |
| Consideration | 37% → 43% | +6pp |
| Investigation | 38% → 43% | +5pp |
| Claimed Usage | 31% → 38% | +7pp |
| Preference | 6% → 9% | +3pp |
What's behind the growth
JD Sports has put real money behind its brand: a full identity overhaul, star-studded campaigns and a wave of new stores. In June 2025, it launched "Forever Forward", a new global identity with a custom typeface rolled out across retail, OOH, social and e-commerce in 38 markets.
Its 2025 Christmas campaign, "Where Are You Going?", was a short documentary built entirely from phone footage shot by 286 teenagers and young adults across cities including London, Berlin and Tokyo, exploring what the future looks like through today's youth, with cameos from Cole Palmer, Jade Thirlwall and Myles Lewis-Skelly, while "We're In" marked Scotland's 2026 World Cup qualification with Andy Robertson, Scott McTominay and John McGinn fronting the new adidas home kit.
On retail, it opened its biggest-ever store at Manchester's Trafford Centre in June 2025, with an in-store set from Central Cee and Nemzzz, followed in July 2026 by its largest Scottish store in Livingston and a new Meadowhall megastore, almost triple the size of its previous store there.
