March 24, 2025
Year
2025
Client
JD x Nike
Category
Creative Direction
Product Duration
4-6 Weeks
Create the conditions for the Dn8 to still be relevant in 10 years time by creating core memories for our target consumer involving dn8 iRL, To make an immediate impact to cement Dn8 as a future icon
Experimentation HAPPENS IN THE FORM OF SIDE QUESTS
The most influential JD consumers in Manchester are experimenting by “side quest” activities, bringing back influences, stories and places with them into their squads.
Roles Defined
Catalyst
Inspiring and connecting our communities through their talent and journey with experimentation
Community
Grounding the campaign in the city and providing the conditions for our audience to connect
Community Catalyst
The relevant proof points within the community that are experimenting on the edges of culture
Experimentation Hubs
Providing a space and platform for side quest activations and experiences
The Nemzzz campaign for the Nike Air Max Dn involved the Manchester rapper launching the new shoe in his home city in collaboration with JD Sports in March 2025. The campaign focused on the theme of "Dynamic Air" technology and the lifestyle of a young creative navigating the music industry. So we created the Dn8 Convoy
Campaign Details
Launch Event: The key event was a secret gig and "MCR takeover" on March 22, 2025, in Manchester, hosted by JD Sports and Nike.
Location Takeover: Before the gig, Nemzzz and the JD x Nike convoy visited his old neighborhood in Gorton, south-east Manchester, engaging with the community and giving out Air Max Dn keyrings.
Creative Direction: Beni De Makoso x Mark Rosenberg
Cam Op / Director: Ayman Chaudhry
Producer: Kate Averill
Producer: Billie Darian
Producer: Matt Bradley
Talent Manager: Robert Whittaker
Account Director: Mike Wolverson
Account Manager: Sophie Mulcahy
Film Photographer: Lemar Maynard
Head of Social: Dan Coultas
Stylist: Angelica Giles
HMU: Nicola Svensen
Hosts: baggys tv / Red Jackson
Content capture: Small screen studios
Agency: Ear to The Ground
