Key features

• Global concept tailored to a UK audience
• First retail use of QR codes by Nike UK
• Fully integrated on and offline campaign strategy
• Exclusive biographical video content

The global launch of the new Air Max Lunar saw Nike athletes promoting product on their home turf. For the UK, we were tasked with creating and delivering a campaign that paired young sprint star Harry Aikines-Aryeetey (Harry AA) with retailer JD Sports.

Harry is a GB sprinter who’s as quick with a smile as he is on the track; upbeat and optimistic, he lives in the moment. Taking this duality and the global campaign concept ‘Love To, Live To’, we developed a fully integrated on and offline campaign. 

At the heart of the campaign was exclusive biographical content we created from photo and film shoots. To drive people to product we broadcast this in stages through a QR code accessbile microsite nested within the main JD Sports website.

For JD outlets we created and installed a range of bespoke window and in-store displays, as well as an advertising campaign that held the QR code mechanism – the first retail use of QR codes by Nike UK.

A ‘Love to, Live to’ competition we created on Facebook and Twitter helped drive customers to stores and the JD Sports website.