Published
August 31, 2025
Sportswear and fashion creative Chris Waters has been lost to fashion for the food industry. The brand marketing director of JD Sports UK/Europe has just left to join German Doner Kebab as its chief marketing officer.
DR
Waters had worked at JD for three years forming the link between the brand and agency-of-choice Uncommon Creative Studio which was responsible for the launch of its “bold new global brand identity” ‘Forever Forward’ while he is also cited for “delivering award-winning campaigns that deeply resonated with Gen Z audiences”.
Waters joined as UK retail marketing director in 2022 becoming brand marketing director in 2023.
Before JD Sports, he was head of in-store marketing at supermarket Morrisons. He also previously worked in various marketing roles at another supermarket, Asda, bringing over 20 years of combined experience across the FMCG and fashion retail sectors.
Waters has now joined the fast-expanding high-street food retailer, which has plans to open 300 UK restaurants and achieve £400 million in sales by 2028.
Just last week, JD Sports Fashion issued a trading update for Q2 and HI showing like-for-like sales dipped in both periods, ‘organic’ (currency-neutral sales factoring out acquisitions) rose however. Importantly too, it said its just-opened new giant Manchester store is performing strongly.
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