JD Sports unveils ‘Forever Forward’ global identity

JD Sports, a leading global sportswear retailer, has unveiled a dynamic new brand identity, “Forever Forward,” marking its first cohesive visual overhaul as it expands across the UK, Europe, the US, and APAC regions.

Developed in collaboration with ad agency Uncommon, the rebrand aims to cement JD Sports’ position at the heart of youth culture.

The new identity, featuring a logo angled at 10 degrees to symbolize constant momentum, includes a bespoke font crafted with F37 Foundry and a comprehensive design toolkit. This will be rolled out across all 38 markets over the coming years, spanning physical stores, digital platforms, and UK out-of-home placements in partnership with media agency Goodstuff.

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Benny Everitt, Executive Creative Director at Uncommon, said, “JD Sports has always led youth culture, but its rapid global growth demanded a unified visual identity. ‘Forever Forward’ captures their ambition to drive self-expression, and we’re thrilled to see it come to life across all touchpoints.”

Louisa Craggs, Head of Brand at JD Sports, praised the partnership: “Uncommon’s understanding of our mission has been transformative. Every detail of this bold new platform reflects our place in youth culture, exceeding our expectations. We’re excited for the global rollout and the response from customers and staff.”

The rebrand, which includes motion design and planned evolutions, underscores JD Sports’ commitment to innovation and cultural relevance as it continues its global expansion, empowering its audience to embrace their unique identities.