Nike X JD SPORTS: METRO BOOMIN
WHAT WE DID
JD Sports is the leading global partner for Nike’s Air portfolio, and the two brands partnered for the next phase of Air Max. To expand JD’s brand awareness in North America and build new momentum for Air Max among Gen Z/Gen Alpha, we developed a campaign that blended music and style.
Creative Concepting
Photo & Video Production
Retail Assets
CREATIVE CONCEPTING
The Air Max Pulse was a “brand new silhouette setting the tempo for a new generation.” To continue the product’s connection with music and maximalism, JD and Nike chose producer Metro Boomin to be at the center of this campaign. In addition to his sense of style, his sound is marked by eclectic influences. Similarly, the Pulse is described as the “mashing up of different elements into one cold silhouette.”
Our concept, “Enter Your Element,” was based on this connection. The Maxxed Out narrative is all about building upon the basic elements of music and style and creating something that pushes boundaries. Metro has created his own reality using the sonic elements he crafts into his music, and that reality has bled into ours. As the two fused together, we captured him within the 5 elements: water, earth, air, fire, and the one that connects all— ether. The featured shoe was also called the VaporMax, which lends itself to the element-focused concept.
RETAIL ASSETS
We created a variety of digital and print retail assets to be displayed in 136 JD Sports locations across NA. Each store had a unique set of deliverables which led to the creation of 75 unique video and static assets, including multi-piece store window installations for Time Square and Chicago State St, and an 8 screen exterior video customized for Times Square. Content combined product, atmosphere, and talent while designating equal space for the branding of both companies.
DISPLAY WINDOWS
TICKERS
PODIUMS & BANNERS
RETAIL SCREENS
PRINTED WALL DISPLAY
KIOSK DISPLAY
PHOTO & VIDEO PRODUCTION
We brought the 5 elements to life in a warped reality, blending the natural world with a more surreal one. Playing with lighting, color, and landscapes we built abstract interpretations of each element and how they correspond to Metro’s work.
Air for the freedom in his art; fire for his ambition; water for the peace creativity offers; earth for the richness of his cultural influences and discography; and ether to symbolize consciousness and limitless potential.
Through a combination of in-studio and natural settings, we crafted a fundamental, yet future-focused interpretation of the elements. The story of each element was told through associated colors and lighting effects done both in studio and post production, as well as double exposures and unique lenses
that added texture and visual interest.
In addition to the traditional hero imagery, we made a VFX product video where we immersed the shoe within a matching video of the 5 elements. This complimentary piece allowed us to expand on the storyline in retail settings.
