JD Sports and Sturdy Off partner to empower UK youth
JD, the UK’s leading retailer for youth fashion and sportswear, has announced an exciting partnership with Sturdy Off, a burgeoning social media platform dedicated to empowering young creatives. Together, they are launching the Sturdy Certified initiative, a groundbreaking programme designed to celebrate and elevate youth talent across dance, music production, content creation, and business mentorship.
A star-studded launch event
On 12 December, the partnership was unveiled at a dynamic launch event featuring electrifying performances by the Sturdy Off crew, YouTube sensation Yung T.G.E, multi-genre violinist J Hope Strings, UglyAndz and NDOTZ. The beats of DJ GBE kept the energy high, while charismatic Nathan Hector. hosted the evening.
Between performances, guests enjoyed Polaroid portraits to take home and the chance to wear JD-branded tooth caps, adding a playful twist to the night.
At the core of this collaboration is the newly established JD Sturdy Studio in North London. This state-of-the-art space will provide a platform for young people to explore their potential through workshops led by industry professionals. Open throughout 2025, the studio will nurture creativity and offer resources to help participants excel in their chosen fields.
Spotlight on grassroots talent with the InterCities series
The partnership extends far beyond the studio walls. Through the InterCities Series, JD and Sturdy Off will bring the vibrant Sturdy Certified community to major cities across the UK and Europe. This series will showcase grassroots talent, capturing the raw energy of emerging artists and performers on the streets. The first wave of announcements for this exciting initiative will be unveiled in early 2025.
To further solidify their commitment to youth empowerment, JD will sponsor the Sturdy Off Dance Show. This global competition will provide contestants with a once-in-a-lifetime opportunity to showcase their talent on an international stage, turning their passion into a platform for success.
Founded in 2022 by Jordan Green and James Toppin, Sturdy Off was created to give young dancers a platform to express themselves, grow in confidence, and connect with a wider community. Combining the energy of dance with the connective power of social media, Sturdy Off has become a movement that inspires and empowers youth globally.
“We are thrilled to partner with JD Sports and look forward to delivering exciting opportunities that showcase the incredible young talent we have the privilege to work with,” said Jordan Green, Co-Founder of Sturdy Off.
The partnership also introduces a line of Sturdy Certified products, available now at JD Sports online.
