Move Like You Mean It

How JD Sports is turning energy, identity, and style into a summer movement

Author

Jack Willoughby
May 22, 2025

🧠 The Thought

The best brands don’t just sell products—they move culture.
They don’t ask for attention. They earn relevance by owning a feeling, not a feature.

💬 Quote

“People don’t buy what you do; they buy why you do it.” — Simon Sinek, Start With Why

If your brand isn’t helping people feel like a better version of themselves, you’re just noise.

📊 Stat Drop

  • 68% of Gen Z (ages 16–24) say brands should help them express their identity (Source: Youth State of the Nation Report 2024, The Centre for Youth Impact).

  • Campaigns that integrate motion, music, and community see up to 30% higher engagement on social platforms like TikTok and Instagram (Source: TikTok Marketing Science, 2024).

  • JD Sports’ 2025 “Forever Forward” campaign generated a 22% lift in brand affinity and over 1.3 million interactions across TikTok and Instagram Reels in its first 3 weeks (Source: JD Sports Press Release, April 2025).

🎯 Tactic — Lead with Motion

Your brand doesn’t need a monologue—it needs a rhythm.

Here’s how to build one:

  • Define your energy: Calm? Kinetic? Rebellious?

  • Show, don’t tell: Use action, not adjectives.

  • Sync to sound: Add music or motion to every visual you post.

🧰 Framework — The Movement Model

Element

JD Sports Example

Physicality

Athletes, dancers, youth crews in flow

Sound Identity

Summer street soundtracks

Visual Rhythm

Cuts, beats, reels that mirror motion

Purpose Signal

“Forever Forward” = never stuck, always expressive

Brands that move don’t need to explain. They just are.

🎥 Campaign Breakdown — JD Sports “Going Forever Forward” (2025)

What’s happening?
JD Sports’ “Forever Forward” Spring 2025 campaign is all about moving with energy, creativity, and confidence.

The campaign showcases new drops and street styles, spotlighting real youth and creators who embody the spirit of always pushing forward.

  • Not just streetwear—it’s about motion, rhythm, and youth energy.

  • Social-first content: Reels, TikToks, and style edits drive the message home.

  • The vibe is kinetic and expressive, matching the pulse of Gen Z.

Why it works:

  • Energy-first storytelling: Every post and product drop pulses with forward motion.

  • Identity > product: Style is the medium, not just the message.

  • Cultural relevancy: The tone and casting reflect real UK youth culture.

Steal this:

Anchor your brand in motion. Use visuals, music, and repetition to build identity through rhythm.

📌 Task of the Day

Choose a product or service you sell.
Describe it only using verbs and movement words.
Turn that into a reel or caption that matches your audience’s pace—not your pitch.

Questions? Hit reply—I read every one.
— Jack Willoughby, Brand Building Mentor