nike x jd sports
global air collective season 2
WHAT WE DID
The Nike and JD Sports Global Air Collective is a subculture brand that we developed to co-create and bring together the best of two world renown brands while meeting consumers where they are. The Collective is a dynamic group of musicians who do more than influence. They challenge the status quo while connecting with and inspiring people through their art, and they’re able to act as cultural authenticators and tastemakers for JD Sports and Nike Air Max.
Following the success of its 2023 iteration, we were asked to source a new roster of talent and create content for social media and beyond that would keep audiences engaged and boost sales.
Creative Concepting
Photo & Video
Social Media
Email & App Thread
Web
Organic Reach
Organic Views
Organic Likes
Creative concepting
Fall is back to school season, so we ideated around themes that felt timely and relevant for younger consumers without ostracizing young adults— especially since our artists were in their 20s and 30s. We landed on “Back in Session,” blending “school is back in session” and “jam session,” referring to the music-focus of the Global Air Collective.
The Global Air Collective is Back in Session. To launch our second year of the G.A.C., we introduced our new members by having them take us to their “Home of Air”— the place where they feel most authentic when creating. Through these intimate insider “Jam Sessions,” they shared their process of creating music, from inspiration to execution. We showcased them using their voices to create positive change and push creative limits. This all-access pass of a lifetime was shot individually and compiled into a cohesive set of campaign assets for distribution across various platforms.
photo & video
We sent a nimble photographer and social content creator duo to capture our talent showing off their intimate recording spaces and unbox their first G.A.C. seeding kit. To announce each artist’s membership to the Collective we highlighted them receiving their members only jacket before getting an exclusive behind the scenes look at their creative process.
Captured in a low-fi aesthetic we used studio b-roll, VO, and a few interview clips to build each into an intimate JD x Nike Jam Session mini-doc. Photo and video captured from each artist’s ‘Jam Session’ was then turned into a set of content using art direction inspired by stylized collage and scrapbook design— think yearbook, but make it music academy, with 35mm photography and hand drawings.
social media
Our Global Air Collective season two launch strategy was split into three parts on social media. For the preheat, we posted pixelated images on JD’s Instagram and added fun facts about each talent to their Stories, prompting the audience to guess who they were and build anticipation. This would ultimately boost engagement, because comments were something that Instagram prioritized at the time when pushing content. Then for the member reveal, we created an unboxing compilation for the brand’s Instagram and TikTok pages. Finally, we released the Jam Session content in collaboration with each artist for maximum reach and engagement.
email & app thread
For app and email copy, we blended storytelling around each artist’s unique sound, style, and overall vibe with product details for the Air Max they wore in their shoot. We added details from interviews and getting to know them on set, as well as some research on what their fans love most about them. We were able to draw connections between their personalities and qualities of AIR inspired maximalists. For imagery, we chose some of our favorite shots and the talent’s favorite shots to really let their personal style shine through.
website
For JD’s digital channels, we updated the Global Air Collective landing page on mobile and desktop, using our new photography and VC. While most of the content elsewhere was focused more on talent, the web page was more commerce and product-driven. We included trending tiles that segmented product by gender, and according to talent styling and personal favorites.
