JD SPORTS STORE OPENING

The Brief.

Sports and fashion retailer JD Sports engaged TMC to launch all their stores around Australia and wanted them to make a splash with a largely unfamiliar Aussie market.

The Solution.

For the Sydney Pitt Street store launch, we thought there was no better way to show their relevance in culture with a new audience than collabing with icons from fashion and music. To gain our Hip-Hop credibility we enlisted Dj Flex Mami and Hip Hop sensation The Kid Laroi to perform to over 200 people at the new Pitt street store. We also teamed up with Nike to house an Air Force 1 customisation lab outside the store.

To amplify the launch, we partnered with Pedestrian TV and The Kid Laroi to host two separate competitions. Attendees were given the chance to win a $500 gift voucher to spend at the new flagship store, and a carefully curated list of influencers were invited in-store to choose a pair of kicks the week of launch, in return for social coverage to make sure no one missed the news of the store launch.

The Results.

Over 200 people in attendance at the launch I 13m impressions