Scotland’s qualification ends a 28-year wait for JD Sports as Scottish FA retail partner. The We’re In campaign pairs Ally McCoist with current squad stars Scott McTominay, Billy Gilmour and Kieran Tierney across a full adidas kit and lifestyle drop.
JD Sports has launched a campaign tied to Scotland’s qualification for the 2026 FIFA World Cup, combining the release of new adidas match kits with a multi-cast activation featuring current internationals and a retired icon.
Scotland is returning to the tournament after 28 years, its first appearance since France 1998. This gives JD Sports its most commercially significant window as the Scottish Football Association’s exclusive retail partner in more than two decades.
The campaign, titled We’re In, was shot across Glasgow locations including Hampden Park and features squad members Scott McTominay, Billy Gilmour and Kieran Tierney alongside broadcaster and former striker Ally McCoist.
Scottish DJs Hannah Laing and Ewan McVicar also appear, extending the activation into music and lifestyle territory. The casting choice – anchoring a present-day squad drop with a figure from the last qualifying era – serves a dual function: it connects fan generations while reinforcing JD’s cultural positioning beyond pure kit retail.
At the product level, the campaign centers on two adidas strips. The home shirt, described as the Night Sky design, draws on the Saltire’s geometry. The away strip revisits the country’s 1999 aesthetic with pinstriping and ribbed detailing. Both shirts incorporate adidas’ CLIMACOOL moisture-management technology and are available across men’s, women’s and kids’ sizing.
The commercial logic is straightforward. World Cup cycles generate outsized kit revenue for retail partners, and Scotland’s absence from the last five tournaments meant JD had no equivalent platform since its current partnership with the Scottish FA was formalized. With Andy Robertson captaining the side and McTominay arriving from a Serie A title-winning season at Napoli, the squad carries enough individual narrative to sustain campaign momentum across the tournament’s group stage and potentially beyond.
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