NIKE X JD SPORTS AURAS
WHAT WE DID
JD Sports has continued to grow its influence and relevance in the North American market by partnering with high-value talent that aligns with their globally minded and diverse consumer. However over the last decade, it's become evident that brands are no longer in control of what’s cool. Consumers are.
As fashion continues to evolve, younger audiences value style influencers’ opinions more than that of fashion editors and brand creative directors. With this new consumer as the target demographic, JD asked us to come up with an influential catalyst-focused campaign for their “Goddess Mode” Need It Now collection in partnership with Nike.
Strategy
Creative Concept
Photo & Video Production
Integrated Marketing
Retail Print & Motion
Paid Ads
Social Media
Digital: Email, App Thread, Website
Creative concepting
Style influencers across industries are the leading authority on what is popular and trending. So let’s allow them to show us how they make these styles their own. Throughout this campaign, we partnered with four influential women in music, sport, and fashion to curate unique key style options featuring “The (Track)Suit” and other seasonal JD Sports x Nike products. By pairing JD x Nike items with unbranded pieces from the talent’s wardrobe, we explored JD Sports' seasonal product mix through the distinct lens and fashion perspectives of our experts.
The talent we selected had a distinctive sense of personal style and illustrated different manifestations of “Goddess Mode.” Whether the consumer was an athleisure girlie or looking for someone to inspire their next streetwear look, we had a creator to help make it their own in our concept titled “Made for Me.”
Monaleo, a popular rapper that we love working with, is known for her passionate writing and love of the color pink, so her aura mixed hues of pink and purple.
Emei, is a visionary with a bold sound and style, so her yellow and green aura felt electric like her energy on stage.
Basketball player Mia had a really chill vibe and prioritized comfort, so her colors were more serene shades of blue and green (almost turquoise).
Model and fashion influencer, Shuang, has a more adventurous sense of style, as she likes to lean into androgyny, so her aura was red and orange.
Photo & Video production
Inspired by Kirlian photography, we aimed to capture our talent’s “aura” to share her light with the world. Each influencer’s aura was specific to them, with differences in hue shifts, shapes, and fields of color. These colors reflected their individual style. For instance, an influencer known for a vibrant and energetic persona would have bright, dynamic colors and bold shapes in their aura, while someone with a calm and serene demeanor might have softer hues and more fluid shapes.
The shoot was broken up into two parts: one with a more premium studio setup for a polished look that would translate well on digital and retail assets, and the other more UGC style for a rawthentic approach that we knew would translate better across social channels.
Talent participated in a roundtable discussion to facilitate thought leadership about community, style, culture, inspiration, and more. They detailed their personal journeys to cultivating their skills and unlocking their “Goddess Mode.” A minimal living room setup against a cyc wall created a gallery-like aesthetic, perfect for keeping the focus on the subjects and their looks. This environment was ideal for a casual girl talk session, offering a relaxed and intimate atmosphere for genuine connection and conversation.
The second content shoot was a mini-lifestyle shoot captured in talents’ home city, using video formats that felt organic with their usual content. We paired key items from our product assortment with unbranded items from their own wardrobe in TikTok-relevant styling and GRWM (Get Ready with Me) videos.
RETAIL
For the retail space, we designed assets that would be placed on window displays and various digital display screens in 2200 stores, including the Time Square, Chicago State Street, New Jersey American Dream, and Las Vegas JD Sports locations.
paid & organic social
For organic social, we launched with a hero video, revealing the talent on the JD Sports page. Then talent shared their capsule videos showcasing the best moments and looks from the shoot. Those were added to JD’s Instagram Story along with “Shop Her Style” commerce links. Following on JD’s IG Story and TikTok was the “Set Up vs. The Shot” content, a TikTok trend showcasing BTS footage juxtaposed with the final result. Static style Carousels prominently featuring the apparel and footwear were also shared as collaborative posts between JD and the talent. RoundTable content was shared to sustain the campaign momentum and the Hometown Styling videos were used for a refresh, following the same collaborative post format. For paid media, we repurposed the existing assets for product-focused Instagram posts that drove traffic to the site.
Set Up vs The Shot
Roundtable
BTS
Hero
Carousels
Hometowns
APP & EMAIL
For email and app, we weaved together product and talent stories to give background on why we chose each person, what their aura looked like and why, and how they like to style pieces from that particular Nike Need It Now collection. In addition to specific product callouts, we linked back to the JD site for purchase.
WEBsite
We designed mobile and desktop versions of a Need It Now landing page, bespoke women’s page, and a homepage slider using campaign imagery and short, attention-grabbing copy.
