Edison Media launches JD Sports’ Forever Forward’ campaign on the UK’s largest OOH site 

JD Sports goes Forever Forward on the UK’s largest out-of-home site 

We have launched JD Sports’ Forever Forward campaign on The Manchester Screen’s new supersized out-of-home site at Victoria Warehouse. 

It is the first special build takeover on the site and the largest of its kind in the UK, combining a huge digital screen with a full vinyl wrap across one of Manchester’s busiest routes. 

The location made complete sense for JD. 

Victoria Warehouse sits between Manchester city centre and MediaCity, giving the campaign a major roadside presence in a city closely tied to JD’s story. For a brand built from Northern roots and now recognised across the world, bringing Forever Forward to Manchester at this scale gave the campaign a proper sense of place. 

The takeover was also timed to run alongside JD’s annual retail conference, held at Victoria Warehouse, putting the campaign in front of the brand’s own teams as well as the thousands of people passing the site every day. 

The standout feature is a replica of JD’s iconic yellow bag, suspended from the roof and built to be seen from the road. Combined with the digital screen and full building wrap, the activation turns the site into a landmark campaign moment rather than a standard media placement. 

The full takeover spans 1,140m² and delivers more than 21 million annual impressions from its prime roadside position. 

For us, the strength of the campaign is in how the format, location and timing work together. The site gives JD scale. Manchester gives it meaning. The special build gives people something to notice, photograph and remember. 

Nicola Orrell, Managing Director at Edison Media, said: 

“This campaign is about making a statement that feels authentic to JD’s story. The Forever Forward campaign is running nationwide, but bringing it home to Manchester on the country’s biggest OOH site felt completely right. 

“It’s the perfect blend of place, scale and purpose, and a proud moment for both JD and our team.” 

The campaign forms part of JD’s wider Forever Forward Christmas activity, celebrating the brand’s connection to youth culture across the UK.