Josh Baker has officially kicked off his Ibiza summer. The UK selector hosted the launch event for JD Sports' new 'Who's In?' campaign with an exclusive sunset villa party on the White Isle.
Crucially, the event marked one of the season’s first major brand-led moments on the island. As a result, the launch positions Josh Baker as a key voice for JD Sports‘ 2026 summer storytelling.
Notably, the sunset villa setting fit the brief. Josh Baker built his reputation on rolling, deep house grooves that work as easily at golden hour as they do at 4am. Furthermore, his sound has become a fixture across the global Solid Grooves ecosystem and beyond.
Meanwhile, the campaign frames Ibiza as the centrepiece of summer’s youth culture moment. ‘Who’s In?’ turns the question of who is on the island into the wider narrative. Indeed, the villa launch served as a soft opener for a season packed with major bookings.
Equally, Josh Baker has been steadily building his profile in 2026. From b2b sets with Prospa previewing the new ‘Baby’ with Murda Beatz during Miami Music Week, to his regular appearances at the biggest Ibiza rooms, the producer keeps pushing his presence forward.
Still, the bigger picture is the brand-and-dance crossover. JD Sports picking Josh Baker as the launch face signals how seriously the retailer is taking electronic music as a youth-culture engine. Crucially, the season’s wider dance music marketing playbook now sits squarely in Ibiza for the next four months.
TOMORA: A World Beyond Their Own
12 Summer Dance Anthems That Still Sound Incredible Today
