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JD shuts down Northern Quarter with surprise set in a phone shop from DJ Josh Baker

This popped off,

Daisy Jackson Daisy Jackson - 7th November 2025

JD pulled off a massive party in a phone shop in the Northern Quarter last night, with a surprise set from one of the world’s hottest DJs right now, Josh Baker.

The North West sportswear giant opened ‘Phones-4-Youse’ to coincide with the release of its new JD Christmas advert, which played on screens to the packed-out crowd.

Josh Baker stars in the Christmas campaign, ‘Where are you going?’, which is a self-directed portrait of youth culture, all films entirely on mobile phones by young people.

JD chose to shoot its new campaign without rigs, sets, or lighting crews, and instead used footage shot by 286 individuals around the world.

These user submissions captured life exactly as the young people involved see it.

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The JD party last night was a moment of music, community and energy, with Josh Baker performing to a delighted and packed-out crowd in a pop-up phone shop.

Every corner of the venue told the JD story, with branding and clips of the ad everywhere.

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The ‘Where are you going?’ campaign celebrates a generation that refuses to be put in a box, showing the energy, emotion and individuality that drives them forward.

Whether it’s collecting exam results or chasing platinum records, it’s a snapshot of the life of young people right now.

One voice says: “I want to be famous. If that doesn’t work, I’ll just become a pharmacist.”

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Another admits “You can fail, you can make mistakes…but really, who cares.”

Someone else confides: “I’m scared we’re not going to be friends in 10 years,” while another adds: “I wanna have fun, times are changing – you get me.”

There are some famous faces involved, like Cole Palmer having his picture taken with fans, Nemzzz in the club with his crew, and Jade Thirwell between takes in the studio.

And you can see Paddy the Baddy mentoring the next generation of talent in the gym, and Myles Lewis-Skelly in the tennis court with a friend.

Sky Newman also stars, riding with a friend.

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The entire campaign showcases the simple, joyful moments that exist in all of our camera rolls.

Neil Corrie, Marketing Director at JD, says: “Young people today don’t need to be told who they are, they’re already showing us.

“JD’s ‘Where are you going?’ isn’t about them, it’s made by them. It’s their voice and their direction. This is youth culture, not as a trend to follow, but as a movement to believe in.”

The JD ‘Where are you going?’ Christmas campaign has launched on the JD YouTube and across digital and OOH channels today, with exclusive drops also online HERE and in stores across the UK.

To watch the JD Christmas film, click HERE.

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Featured image: Supplied