The establishment of the British sneaker and streetwear fashion market leader JD Sports on the German market.
We took care of the exclusive support of brand events throughout Germany as well as of the Press Office for Germany:
our main task was the conception and implementation of promotion and sales activations for all German shop openings. In addition, we took care of the management of media relations, press material and influencer cooperations.
Establishment of an experience-focused event series around target group-relevant artists and influencers:
In order not only to create a short-term buzz, but also to generate sustained and continuous attention, the store openings were established as a series of events. Signing sessions with artists, exclusive releases and secret concerts mobilized the young target group and caused long queues in the focus cities Hamburg, Berlin, Cologne and Leipzig.
Cooperation with artists and social media giants who, through their street credibility, achieved a positive image transfer to JD Sports:
The focus of the artist selection for JD Sports was on urban musicians and YouTube greats. The close cooperation with the artists enabled maximum output via social media as well as at the events.
Extension of artist cooperation via online and offline touchpoints relevant to the target group:
For additional reach and attention, additional content was produced for online channels and media partners as part of the artist and YouTuber cooperations. The particularly relevant cooperations were further extended by the production of additional OOH material with the respective artists or YouTube stars.
Placement of JD Sports in Lifestyle- and in the music and youth media for extended visibility:
By cooperating with strategically selected urban artists, JD Sports was able to generate additional visibility through music and youth media in addition to its placement in lifestyle media. Both offline and online media were addressed via classic PR measures.