As an icon of the scene, it was only right for us to build this into the strategy for JD Sports’ exclusivity of the Air Max 95. We built the campaign around communities and collectives in 3 major European cities that have a history with the 95, Manchester, Paris and Milan.

The campaign covers music, sport and culture as we ignite 3 local collectives, Wavy Gang in Manchester, Sixtion in Paris and One Collective in Milan. The brand strategy was based on each community, with local language used for each piece of outdoor media.

The campaign was rolled out across Retail, Digital, Outdoor Media and Paid Media.

CONCEPT
BRAND STRATEGY
CREATIVE DIRECTION
ON SET DIRECTION
JD BRAND DIRECTION
CAMPAIGN EXECUTION

CLIENT JD Sports

CAMPAIGN CREDITS:

Creative Team:
Head of Creative: Connor McManus
Lead Creative: Lucy Blackman
Creative Copywriter: Joseph Browne
Designer: Adam Cottam

Manchester Shoot Team:
Head of Creative: Connor McManus
Lead Creative: Lucy Blackman
Photographer: Martin Brown
DOP: Jessy Busgeeth
Producer: Toby Jones

Milan Shoot Team:
Head of Creative: Connor McManus
Lead Creative: Lucy Blackman
Photographer: Luke Sampson
DOP: Ste Otosio
1st AC: Matt Beckwith
Producer: Toby Jones

Milan Shoot Team:
Head of Creative: Connor McManus
Lead Creative: Lucy Blackman
Photographer: Emma Slater
Director: Karl Smith
DOP: Dan Atherton
Producer: Toby Jones

Retail Design & Install: KMF Group