{"componentChunkName":"component---src-templates-news-detail-page-js","path":"/news/How-JD-Sports-is-building-culture-for-the-Gen-Z-workforce/","result":{"data":{"contentfulNewsItem":{"pageMetadata":null,"name":"How JD Sports is building culture for the Gen Z workforce","category":"Blink","heading":"How JD Sports is building culture for the Gen Z workforce","author":"Becca Dupont","publishedDate":"July 8th, 2026","introImage":{"alt":null,"caption":null,"phone":{"file":{"url":"//images.ctfassets.net/o5qfjyd7hlai/5nysmDgFvuafwmsxtC3FSh/157deae901b482a38bfb9b60935f15fe/Blink_news.avif"},"resize":null},"tablet":null,"desktop":null,"widescreen":null},"newsItemContent":{"json":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What I learned trying to reach the TikTok generation at JD Sports","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Engaging the TikTok generation: How JD Sports is building culture for the Gen Z workforce","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Here's the question I come back to constantly: how do you get 16-to-19-year-olds on the shop floor to care about a message from the CEO?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It's not a rhetorical question. It's one my team has been working on for the last 18 months, and we've made a real impact.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Five generations, one workforce","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"JD Sports isn't a small operation. We have 90,000 colleagues across 20+ countries with25 brands under the JD Group banner. And five generations working side by side, with 70% of our workforce being under the age of 30.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Read more at ","nodeType":"text"},{"data":{"uri":"https://www.joinblink.com/intelligence/how-jd-sports-is-building-culture-for-the-gen-z-workforce"},"content":[{"data":{},"marks":[],"value":"JoinBlink.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"}},"partnerSlug":"blink"}},"pageContext":{"slug":"How-JD-Sports-is-building-culture-for-the-Gen-Z-workforce"}},"staticQueryHashes":["3972454859"]}