Nike x JD Sports
Global Air Collective Holiday
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.
WHAT WE DID
Creative Concept
Photo & Video
Social Media
Email & App Thread
Web
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.
creative concepting
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.
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.
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.
photo and video production
KAMAUU
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.
LOLA Brooke
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.
Aliyah’s Interlude
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.
domani
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.
EEm Triplin
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 talent 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.
