JDI Day, Nike
Client
Nike
Date
05 April 2025
Location
JD Sports
Chicago, IL
USA
Services Provided
Creative Development
Brand Strategy
Experiential & Creative Direction
Full Service Production
Photography
Courtesy of Nike
Featured Artists
The Ask
Reignite momentum for JD Sports retail.
Reintroduce the Nike Air Max DN8 in a way that feels relevant, connected, and culturally grounded.
Nike and JD came to WONU with a clear goal: bring new energy into JD’s State Street flagship through a meaningful in-store experience. One that didn’t just showcase the DN8—it needed to build connection, drive traffic, and create impact, all on a condensed timeline.
The Approach
We concepted a full-day retail takeover that blended hands-on creative engagement with an elevated cultural moment, designed to make the DN8 feel local, personal, and alive.
By day, we hosted a public workshop led by two of Chicago’s most respected creatives, Kristopher Kites and Serena Madrigal. Guests were invited to reimagine their DN8s through custom charms and apparel enhancements. It was about personal expression and grounding the product in the creative spirit of the city.
By night, the space transformed into an after-hours experience, centered around a curated B2B DJ set with King Marie and Matt Audio, nail and tooth gem stations by local artists and an elevated lounge moment for community and VIPs alike.
Every detail was intentional:
- A product display featuring customized DN8s by Chicago-based talent.
- In-store screen takeovers and merchandising updates.
- Strategic out-of-home and social promotion in the lead-up.
- 8 local creators enlisted to drive RSVP and amplify the event narrative.
- A mobile billboard campaign that reached key city touchpoints.
- Custom gifting and hospitality for community leaders and influencers.
All brought to life in under four weeks.
The Results
A strong response—both in energy and performance.
- 1,295 RSVPs (exceeding goal by over 3x)
- DN8 was the #1 Nike item sold on State Street that day
- 30 DN8 pairs gifted to community voices
Marketing and social impact:
- 3M+ paid impressions
- 116K+ link clicks
- 60K+ views on JD-owned social
The activation delivered both measurable outcomes and lasting brand impact.
It turned retail space into a platform for creativity, connection, and conversion, setting a new tone for how JD and Nike show up together in key cities.
Let's build
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