JD | KING OF THE GAME

Step up ‘King of the Game’ a story driven piece centred around an arcade and celebrating one-upmanship during the festive period. Life is wide open to the JD core audience and whether you’re competing on the football table, the pinball machine or the bowling alley it’s about getting one over on your mates. As a retailer, key was to showcase our iconic brands across both footwear and apparel, Nike, adidas, New Balance, The North Face, Under Armour and many more. And who better to wear the outfits than key talents from across the JD strategic pillars of music, sports and the arts, over 30. Global talents from the likes of Kano + KSI, Central Cee + Virgil Van Dijk to Jasmine Jobson + Ella Toone.

We created a colossal campaign across all JD channels, from print to digital, app to outdoor, retail to the Metaverse to land the ‘King of the Game’ idea in the UK, Europe, South East Asia, Australia and New Zealand.

Our challenge was to follow on from the JD ‘King of the Streets’ narrative established during Christmas 2021 with something that would not disappoint our clued up Gen Z audience, and consciously avoiding “second album syndrome”.

Step up ‘King of the Game’ for 2022, a story driven piece centred around an arcade and celebrating one-upmanship during the festive period. Life is wide open to the JD core audience and whether you’re competing on the football table, the pinball machine or the bowling alley it’s about getting one over on your mates. As a retailer, key was to showcase our iconic brands across both footwear and apparel, Nike, adidas, New Balance, The North Face, Under Armour and many more. And who better to wear the outfits than key talents from across the JD strategic pillars of music, sports and the arts, over 30. Global talents from the likes of Kano + KSI, Central Cee + Virgil Van Dijk to Jasmine Jobson + Ella Toone.

We created a colossal campaign across all JD channels, from print to digital, app to outdoor, retail to the Metaverse to land the ‘King of the Game’ idea in the UK, Europe, South East Asia, Australia and New Zealand.

Here’s some of what went down behind the scenes during production in Manchester and London, England.