NIKE
Need it now
As JD Sports looked to make its mark with US-based, female, Gen Z audiences, we collaborated with their partner, Nike, to spread the word that JD Sports was opening its doors in North America and would become the new destination for the latest from Nike Women.
We aimed to reach Gen Z on their level through authentic, creator-led content that spoke directly to them, on their favorite platform – TikTok.
Going beyond user-generated content, we then launched creators onto an even bigger stage, creating a fully integrated journey across consumer touchpoints – from digital activations on brand social and JD Sport online to in-store.
How can we introduce a new brand to Gen Z in what can feel like an oversaturated market?
Despite being a giant in the UK, JD Sports is a new face to young audiences in the States.
To get Gen Z on board we knew we had to deliver on their want for connection and meaning in a world that’s rapidly changing and doesn’t always make them feel welcome.
Our strategy resulted in a turning point for CM and how we work with creators. We designed an innovative, always-on content engine that has revolutionized the way we work with creators and brands.
We prioritized building an evergreen program designed to adapt to the brand’s needs every season, by giving our creators the reigns to tell stories their way – with our unique sound, product and #NikeNeedItNow serving as the common thread that tied everything together.
The short of it, we made TikToks, not ads.
We shined a light on creators of color, who are often deprioritized by the TikTok algorithm and overlooked for brand partnerships.
And changed the game.
We built a roster of authentic storytellers and music makers to reach our audience through their unique takes on style, wellness, and self-expression, thereby broadening the spectrum of what sport and style content looks like – fueled by the power of Nike