Nike x JD Sports
Global Air Collective Holiday

WHAT WE DID

The Nike and JD Sports Global Air Collective is a subculture brand that we created to validate JD as Nike’s Home of Air. The Collective functions as a connection point for leaders of fashion, art, music, and sport through the lens of Air Max.

Our overarching goal was to maximize reach and engagement of content to drive Air Max sell through, ROI, and repeat shops. For two iterations, we were able to do this by collaborating with consumer-right music catalysts on seasonal marketing campaigns. Our first Global Air Collective holiday campaign was another opportunity for us to take JD Sports branding to the MAX.

Creative Concept
Photo & Video
Social Media
Email & App Thread
Web

Organic Views

Likes

Total Reach

creative concepting

An interview with KAMAUU revealed a universal truth: “Sound is a universal language. Even if there’s a language barrier, everyone has a connection to sound.” And while music gives us global access across cultures, it can also make the world feel a little smaller because it brings us all together. There’s “Music in the Air,” and this collective of new artists is creating it— shaping the sound and style of their generation. This concept illustrates music as a unifier that makes us feel at home no matter where we are. We set a scene for each musician that authentically showcased their personalities and connections to music, blending luxury and streetwear to show how Air inspires these artists to push creative boundaries in their craft.

Retail

We created retail displays for the Times Square and Chicago State Street JD locations. These included but were not limited to assets for exterior screens, escalator portals, apparel screens, digital podiums, tickers, and kick plates.

photo and video production

KAMAUU

KAMAUU describes himself as a rapper, poet, and thinker with a lot of influences. He’s a scholar of music, which comes across clearly in his art, so we set him up with plenty of books near a fireplace where he could really get into his creative flow.

LOLA Brooke

Journaling to have someone to talk to as an only child was how Lola Brooke fell in love with poetry. Her scene had her sitting on the chaise writing in her journal, with full journals stacked beside her and balled up paper strewn across the floor to indicate her drive to find the perfect lyric.

Aliyah’s Interlude

Aliyah’s Interlude is most known for her viral signature style, #AliyahCore. For her scene, she’s in her closet, still deciding how to perfect her outfit. She has on a huge pair of decorated headphones to represent her iconic earmuffs.

domani

We got Plant Bae vibes from Domani, as he’s known for the mellow, green-juice-drinking lifestyle. He mentioned in an interview that his goal in hip-hop is to see growth in himself and to see the impact that he makes on other people. In his scene, he’s surrounded by and taking care of house plants by watering them and playing music for them on speakers.

EEm Triplin

Eem Triplin has such fun, chaotic energy, with a great sense of humor, and an IG feed full of memes. For his scene, he jumped on the bed in his Air Maxes.

kendrick and sherwyn

Cooking and producing are similar in that you’re making magic happen with your hands, so Kendrick and Sherwyn’s scene was in the kitchen with vinyls, a laptop, and an old school tape deck to playfully illustrate how they cook up beats.

In addition to the hero video that connected them all throughout the house, each person had a digital “album cover” video to post on social. Artist’s album covers are often rich with symbolism and meaning that reflect the themes and messages of the music within. These covers are not only visually striking but also deeply connected to the identity and cultural impact of the albums and artists they represent. These covers enhance the storytelling and thematic depth of an artist's music, adding visual layers to his already intricate and thought-provoking lyrics. But we wanted to move this into 2024’s digital, ‘motion first,’ landscape to stop the scroll.

For organic social, group hero content went up first on JD Sports’ Instagram. The narrative video, static Collective imagery, and “Meet the Artists” Stories all helped to remind the audience about the new members in the current Global Air Collective rotation. Then, individual talent Carousels were shared in collab posts. Following that, we used extra footage from the shoot to create an Instagram Story-specific piece of content for each catalyst called “My Muse/My Music,” which each segment tagging both Nike and JD Sports to drive traffic back to the brands. Then we rounded out the content with the Album Cover videos in both Carousels and Stories. All video content was also shared to talent TikTok pages. Paid social posts used all of the same imagery, but generally included more product-focused copy rather than talent narrative, catalyst-driven copy– and there were more direct shopping links.

Paid & organic social

Apps & email

Email and App Threads focused on blending talent and product stories, aligning each artist with a specific Air Max silhouette. We included quotes from interviews, as well as our own research, to craft copy that would drive sales over the holiday season because they connected Air Max to each person’s iconic style.