Partnering with creative content makers, we introduced their online communities to the latest products from the JD Sports x Nike Need It Now collection in fresh, new and authentic ways – telling her story, her way. To level up from our influencer-led TikTok program, we introduced 2.0 Makers — featuring them in original productions for brand channels — creating a fully integrated journey across consumer touch points, thus driving community in a fresh way by highlighting one key subculture in key city markets — Los Angeles and New York City.

This was the second in a 2-part shoot highlighting the BIPOC rollerskating community. We wanted to capture our skaters in their most authentic environments, highlighting their world in the realest way. For Bronx native Melody, the concrete jungle was her roller rink. We focused on using the city as her backdrop and opted for Pier 87, a usually bustling tourist spot in the summer, it made for the perfect place to play in the colder months — void of the usual ‘chaos of the city.’

Season: Holiday 22 (December + January)
Key Role: Associate Creative Director + Writer
Key Assets: Digital stills, 00:15 motion clips
Key Activations: Digital (website, social media); In-Store (JD Sports Times Square)

Case Study