Sammy Virji, Josh Baker and Chris Stassy are the faces of the JD Sports Christmas advert for 2026. The Bury-based retailer launched the campaign, “Create the New”, on 6 November, and its main film puts the three DJs alongside emerging DJ Kai Saunders, with Grace and Paul Oakenfold’s 1995 anthem “Not Over Yet” as the soundtrack.
JD describes the track as a classic that’s “currently trending on EU dancefloors and UK club nights”. You can watch the film here.
Sammy Virji, Josh Baker and Chris Stassy lead the JD Sports Christmas advert
In its own announcement, JD calls the three “artists helping shape the sound of contemporary dance music” and says their part in the campaign reflects its “growing relationship with electronic music culture”. The rest of the UK cast mixes music, sport and online culture: singer-songwriter Skye Newman, England footballer Lauren James, the Bov Boys, football jacket designer Antonia Bronze, graphic designer Che and director Frankie Spence.
For JD’s European markets the line-up gets bigger again, with Spanish footballer Ferran Torres, mixed martial artist Ilia Topuria, streamer Plex and singers Emilia Mernes, Ele A, Ronisia and Ino Casablanca.
Paul Orange, JD’s managing director, said: “JD has always been shaped by the communities at the heart of sport, music and style. With ‘Create the New’, we’re celebrating a generation that is making its own opportunities and taking culture forward.”
The idea behind it is that the end of the year isn’t a time to slow down. JD’s own lines for the campaign are “Do What’s Never Been Done” and “It’s not the end. It’s a warm-up.”
Virji’s all-nighter and Baker’s Creamfields b2b2b
Virji surprise-dropped his third album, Open Late, in October, and he’s playing Open Late, All Night Long in the Concourse at Depot Mayfield for The Warehouse Project on Friday 4 December.
Josh Baker goes b2b2b with KETTAMA and Prospa on the Arc on the Friday of Creamfields 2027, a set confirmed in October. Chris Stassy is near the top of the Pitch Music & Arts 2027 lineup in Australia.
The full cast list is on JD Group’s campaign announcement, and the film is on JD Sports’ YouTube channel.
