Nike X JD SPORTS Need It Now SUMMER
WHAT WE DID
To win with women who are style-centric, digitally native, engaged with sport, individualistic, trend-forward, and between the ages of 15 and 25, JD Sports needed to find new ways to connect with and inspire them.
Their opportunity with the Nike NeeditNow summer collection was to fuel “HER” individual style with options that set the bar high and set her up to stand out. We were asked to extend their “Style of Sport” positioning to show how athletes express themselves in unique ways.
Creative Concepting
Photo & Video Production
Retail Globally
Organic Social & Paid Media
App Thread, Email, & Blog
Creative concepting
We spoke to HER love for sport and style by inspiring her to play with the Nike Need it Now summer collection. In capturing her effortless looks, we prioritized authenticity over perfection, Y2K vibes, showcasing the bond with her girls, and staying big and bold to represent the world of possibilities for making the collection her own—no matter how she chooses to make her next move.
For her and her friends, “Style Runs Deep.” Run clubs are the new nightclubs. Gen Z is turning to run clubs and social meetups to step outside their comfort zones. It’s more than just fitness; it’s about building connections, expanding networks, and even fostering organic dating opportunities.
What started as “hot girl walks” has evolved into full-fledged run clubs where women seek both movement and meaningful social experiences. We tapped into the culture around it, highlighting post-run coffee meetups and social events where she connects with her crew.
photo & video production
We captured a group of micro-influencers, who met in an LA-based run club, in a natural lifestyle setting in order to tell an authentic, relatable story.
Imagery highlighted community, presence, and cultural expression, focusing on identity through styling, composition, and setting. It celebrated individuality within a collective, reinforcing a sense of belonging while showcasing personal style. Warm tones, flash photography, and a documentary, lofi-style approach enhanced this authenticity—creating visuals that feel raw, immersive, and true to the moment.
For motion assets, we took a social-first, trend-forward approach, crafting dynamic, layered narratives that blended personal storytelling with the pulse of the city. Through bold camera angles and creative framing, we showed off the product in a way that felt fresh and immersive. Our talent spoke directly about their style and the influence of sport in their lives, delivering a raw, first-person perspective that felt intimate and real.
At the same time, the city itself served as a living soundscape—its rhythms, textures, and energy seamlessly woven into the visuals to highlight how environment shapes identity and sport. Fast cuts, fluid transitions, and immersive camera work tied these elements together to create a visually compelling, multi-dimensional experience.
retail globally
We produced multiple retail assets that were displayed in Times Square, Chicago, and over 2000 other JD Sports and Finish Line locations. Print included women’s apparel cages and headers in various sizes. And digital included Nike women’s apparel and footwear SIS screens, Nike Pilot door elements, and LED screens.
organic social & paid media
In addition to standard product-focused carousels and short video clips posted from the JD Sports page for paid media, we used a collaborative posting strategy for organic engagement. For both launch and refresh, we focused on making the posts feel as authentic to the friend group as possible, from the captions using their interview quotes to the graphics and emojis used on assets. From fit checks to photo dumps, we leaned into existing social trends to tell the story of their friendship and all the fun things they do together on their off days.
APP THREAD, EMAIL & BLOG
We went into deeper storytelling, both about the collection and the friend group, in the longer-form writing. For the blog, we focused on their connection through running, while the app thread was about their connection through style. Both included quotes from the interview with several of the women that covered building community, the LA running scene, athletic style, close female bonds, and self-expression through both sport and style. For the email, we shared advice from our lead talent and connector for the whole group, Lexi, on how readers could make their own connections with new people who have shared interests—and shared style.
