Collaborate Wins Experiential Pitch for JD
Leading global omnichannel retailer of Sports Fashion and Outdoor brands, JD, has appointed Collaborate Global to bring to life an experiential activation in Manchester.
In a competitive pitch, Collaborate was invited to activate an experiential event hosted by JD for Nike, bringing together over 300 senior leaders from across the JD European retail network.
The brief was to create an experience for JD’s senior leaders to build on the excitement of the Nike brand, its products and vision for 2025.
Frankie Matthews, brand activation manager at JD, commented, “Our aim was to partner with a like-minded experiential business – who shares our vision to connect globally, inspire locally, empower individually. We particularly looked for a memorable, joyful experience to bring our customer journey to life with magic. Collaborate delivered in spades.”
Chis Ambidge, commercial director, Collaborate Global, added, “We’ve admired this global retail giant for some time – it’s an iconic brand with a passion for customer-centric experiences, and we’re super proud to work with the team.”
The 'Unexpected Delights' Experience
The Nike and JD customer journey magically came to life with an experience activated through a historic building reimagined to tell the Nike/JD story. Three immersive rooms, each offering unique experiences, unveiled carefully curated themes, immersive technology and audience interaction.
The Nike Air Max 95 Room was themed around music driven interaction. A dynamic, “Beat Jigsaw" invited guests to remix tracks collaboratively – encouraging creativity and highlighting the rhythmic energy of the Nike Air Max 95. Stunningly lit and beautifully arranged Nike Air Max 95 models featured as the centrepiece, blending style and innovation.
The Green Room is themed around teamwork and competition, housing a giant foosball table. Making the most of the Victorian venue features, the green tiled games room was enhanced with a massive, green, illuminated Nike trainer dominating the space, celebrating the brand.
The Food and Drink Experience provided a spectacular setting, immersing guests in larger-than-life visuals celebrating the fusion of JD and Nike’s champions. From Wholesome Junkies' iconic Tata Tots to Wingstop’s famous boneless wings, the event showcased the brands' shared commitment to empowering individuals from diverse backgrounds.
JD is the latest in a string of new business wins for Collaborate which include Norton Motorcycles, Kuoni and luxury supercar Hispano Suiza.
Agency industry recognition for Collaborate is growing – with wins at The Drum and Campaign Experience Awards. The team has recently grown four-fold – attracting world class talent such as Stuart Parker [former Goodwood Group sponsorship director & head of technology], global entrepreneur Steve Harding and award-winning creative directors Rich Hartle and Ewan Ferrier. Cultural recognition has come too: with Collaborate listed as one the best UK places to work by The Sunday Times.
