JD sports x nike
GLOBAL AIR COLLECTIVE
season 1
Each generation deserves its own Air Max. But according to consumer insights, this gen was feeling stuck and disconnected. Nike’s overarching goal was to “help youth to move forward through a space of boundless possibilities.” “MAXXED OUT” became their creative propellant to push everything to the max during the release of the Air Max Dn.
In order to connect this generation with AIR, they wanted to focus on building an authentic connection to youth of color, who “have an outsized influence on popular culture.” To accomplish this, we were tasked with curating a roster of talent and social-forward campaign.
WHAT WE DID
Strategy
Creative Concepting
Photo & Video
Seeding
App Thread & Email
Web
STRATEGY
Our strategic approach was “Meet them where they are: Be a part of their world. Make them a part of ours.” In addition to engaging with people, places, and passion points that were on the come up, we invited the talent to become co-creators of the content.
For talent selection, we honed in on musicians primarily within hip hop, as this felt most authentic to Nike, and is arguably the most influential genre. While followings were important, we prioritized engagement and found artists with dedicated, enthusiastic fanbases. These selections were the initial members of the Global Air Collective (G.A.C.), influential people who act as AIR’s cultural authenticators, liaisons, and enthusiasts of the product line. The name reflects the partnership between Nike and JD Sports, with “Global” referencing JD’s Global Access positioning as a retailer that can connect consumers to International styles, and Nike’s AIR franchise.
With content strategy, the objective was to increase social and digital impact, so photo and video needed to resonate with all four invested parties: catalyst, Nike AM, audience, and JD Sports). Authenticity is always key to getting the most reach possible. We know that people don’t want to be sold to and younger generations, especially, don’t like ads— so we made sure these videos didn’t feel like ads. Co-creation with talent helped us build content that felt natural to them, matched content their audience was used to consuming, and integrated JD’s social channels into more feeds organically. We kicked off our partnership with talent by doing interviews to get to know them, their content style, and their favorite ways to create. Using interview insights, we developed content ideas and pitched back to them for edits before briefing them in for content capture.
Creative Concepting: Photo & Video
For the G.A.C. launch, we started off with introductory content. Utilizing JD’s existing relationship with producer Metro Boomin, we positioned him as the connection point and leader for all of the selected artists. We filmed content of him packing the Collective’s seeding kits, and revealed each member via white glove delivery and unboxing videos.
Round two of content was all about experiencing a day in the life of a G.A.C. member, following a popular TikTok trend format. From studio time with Westside Boogie and IAMSU!, to sound check with Flyana Boss, to hanging out with Monaleo And her mom, to a music video shoot with Audrey Nuna— we connected with the Global Air Collective to show how they rocked their Air Maxes on the day to day.
To celebrate Air Max Day, Nike asked us to help consumers “Feel the Unreal,” the tagline for the Air Max Dn. We filmed each member of the Collective defying the laws of physics while wearing the Dn—insinuating that the shoe gave them the ability to do it. Each member had a bespoke way of altering your perception, resulting in cool scroll-stopping storytelling. Monaleo could turn things pink, Rico Nasty caused earthquakes, Flayana Boss had invisibility, IAMSU! Could supersize himself, Westside Boogie could teleport, and Audrey Nuna could levitate.
Social drop four took notes from the photo dump trend, with talent posting Dynamic Air content dumps of their own. For this set of seeding kit posts, we went the more organic route by letting them show us how they “Feel the Unreal” without any special effects. We passed the camera off to our catalysts and let them show us the world through their lens. These images were compiled into a photo dump for each catalyst to convey their personal voice and creativity.
For the introduction of then new member, Rico Nasty, we wanted to give her the full G.A.C. seeding kit delivery and unboxing— but we added something special. We created a Collective scrapbook (or “Burn Book”), detailing all that had happened and all our favorite content prior to her joining. We filmed content of her marking it up, writing comments throughout the pages, and adding herself to the growing Global Air Collective story. This allowed for a seamless transition into the next chapter as she replaced a former member.
Burn Book
The launch seeding kit was based on the concept of an artist rider, and included custom merch that we designed, in addition to Nike product.
SEEDING
THE MAXXED RIDER
Every artist has a rider that includes their favorite things, must-have odd and ends, and locally curated items for their dressing room before a show. Those lists can get pretty crazy— from curious culinary choices to five ft. inflatable animals— but overall they are fun, unique, personalized experiences that make the artists feel special and ready to give their all on stage. We created the ultimate Nike x JD artist rider for each member.
JD GLOBAL ACCESS PASS
We gave Collective members a custom card to redeem their monthly comped product, allowing them to show off on social and flex it whenever they shop in store. The card was branded as an all-access artist pass – the most exclusive way to experience live music. Our artist pass is the most exclusive way to experience Air Max at JD Sports. The commemorative, personalized golden VIP card unlocked the $1k monthly seeding stipend ($10k Total) for all members (only when used in-store).
MEMBERS ONLY JACKETS
Nothing says exclusive club like a members’ jacket. This MAXXED OUT Nike varsity jacket was customized with embroidered stage names, a JD Global Air Collective crest, and Nike + JD branded iconography patches to create the most enviable co-branded piece.
APP THREAD, EMAIL & WEBSITE
Using product story, talent interview insights, and photo and video content, we crafted emails and app threads that brought Air Max’s “MAXXED OUT” and “Feel the Unreal” narratives to life. Between UGC-style protagonist shots and crisp product shots, we were able to present the Air Max Dn in a way that felt authentically cool to the target audience, and prompted sales organically.
Web displays used imagery from each individual content shoot, really driving home the diversity of the group’s aesthetics, but emphasizing that AIR is the connecting force between them. We also created blog posts that detailed each member and why they fit the MAXXED OUT persona.
