JD Sports' "Where Are You Going?" campaign handed creative control to 286 young people worldwide, letting them document culture on their own terms through mobile phones. But beyond the campaign's raw aesthetic and democratic approach to storytelling, the looks themselves tell their own story about how sportswear functions in contemporary style. Three distinct aesthetics, three different answers to where British streetwear is heading.
Jade Thirlwall's campaign look speaks to adidas Originals and the timelessness of heritage, something essential about why certain sportswear codes endure. The burgundy adidas Originals tracksuit she wears simply executes the classic track jacket silhouette with precision. The Classic Track Top (£65) features that iconic three-stripe detailing running down the sleeves.
What makes the look work is the tonal coherence. Burgundy sits in that sweet spot, rich enough to hold visual interest but subdued enough to feel wearable beyond special occasions. The matching Classic Track Pants (£55) maintain the same design restraint, letting the colour and cut do the work rather than relying on excessive branding or embellishment.
She grounds everything with adidas Originals Superstars (£95), and this is where the look's cultural fluency really shows. The Superstar has been a constant in street style since the '80s, moving from basketball courts to Run-DMC to contemporary fashion weeks without ever losing relevance. It's heritage dressing, but it doesn't feel retrospective, just informed.
Shop Jade's Look:
adidas Originals Classic Track Top - £65
adidas Originals Classic Track Pants - £55
adidas Originals Superstar Women's - £95
Chy Cartier's approach demonstrates Nike's technical line elevated through styling, how gym wear has fully transcended its original context. The Nike Training Indy Swoosh Sports Bra (£38) anchors a look that's technically activewear but functions more like contemporary streetwear.
The Nike Graphic Swoosh Full Zip Jacket (£50) introduces subtle visual interest through its colour-blocking and tonal detailing. It's cut slightly cropped, creating proportion play when styled with the Nike Graphic Swoosh Oversized Joggers (£55).
Cartier completes the look with Nike Air Max Moto 2K (£85), which brings Nike's chunky sole aesthetic to a silhouette that nods to early 2000s running shoes without feeling purely retro. The result is a head-to-toe look that prioritises comfort and movement but maintains enough visual structure to feel purposeful rather than purely functional.
Shop Chy's Look:
Nike Training Indy Swoosh Sports Bra - £38
Nike Graphic Swoosh Full Zip Jacket - £50
Nike Graphic Swoosh Oversized Joggers - £55
Nike Air Max Moto 2K Women's - £85
Skye Newman's styling captures New Balance and the soft power of contemporary sportswear. Something is happening right now in streetwear, the embrace of softer colourways and more relaxed silhouettes that reject both the aggressive branding and the hyper-technical aesthetic that dominated the 2010s. The New Balance 740 Overhead Hoodie (£65) in pale pink represents this shift perfectly. It's not trying to look athletic or performance oriented. The overhead cut with half-zip detail creates a looser, more casual line than standard hoodies, it is designed for comfort.
The New Balance 740 Wide Leg Joggers (£55) represent perhaps the most significant silhouette shift in sportswear over the past few years. Where joggers traditionally meant tapered and fitted, these embrace width through the leg, creating a shape that feels contemporary. Newman's look demonstrates how New Balance has successfully positioned itself for a younger demographic that values understated cool over overt branding.
Shop Skye's Look:
New Balance 740 Overhead Hoodie - £65
New Balance 740 Wide Leg Joggers - £55
Shop all looks at JD Sports. Watch the full "Where Are You Going?" campaign on Instagram and YouTube.
