JD is celebrating Scotland’s long‑awaited return to the World Cup with a new ‘We’re In’ campaign built around fan pride and big‑tournament energy. The rollout leans into the idea that this summer is bigger than football, turning Scotland’s appearance on the world stage into a full lifestyle moment.
Fronted by Scotland stars past and present, the campaign showcases the latest national team kits, training wear and terrace‑ready pieces, with JD positioning itself as the place to get ready for the tournament, as laid out in its own breakdown of the launch here. Shots of fans in Glasgow streets, pubs and stands hammer home the message that this is about a whole country turning up in uniform, not just 11 players on the pitch.
The push lands just as excitement spikes around Scotland’s new strips, with demand surging for both home and away shirts ahead of the trip to the USA, Canada and Mexico. With JD already seeing huge interest in Scotland gear and styling it with everyday streetwear, the ‘We’re In’ line blurs matchday and daily wear in a way that feels very 2026.
@jdofficial We’re in. Roll on the World Cup🏴 @Scotland 🤝 Official Retail Partners. #JDSports #JD #WorldCup #Football #Scotland
♬ original sound - JD Sports
By tying the collection directly to Scotland’s first World Cup appearance since 1998, JD is giving supporters an easy way to show they’re all in on the journey, whether they’re travelling or watching from home, a point the retailer doubles down on across its World Cup content here.
