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Nike | JD – Retail Conference


JD annually brings 250 of their key stakeholders, including Retail Directors and Regional & Area Managers, together for their Retail Conference. This is an evening to celebrate and collaborate with one of their top retail partners. This year was Nike. 

We were challenged with creating a high quality, exciting, engaging and informative event, finding compelling ways to share Nike’s vision and values, as well as creating a way to reveal top secret new product to the JD staff, which will be released in 2024. Additionally, JD and Nike wanted to ensure it was equally as fun as it was informative, and we were tasked with creating a competitive gaming experience post conference topics.


Victoria Warehouse served as the perfect setting for this event. It’s an impressive and on theme venue that comfortably held the number of guests in attendance, also aligning with Nike’s visual communication style of their MAXXED OUT campaign.

The stage set was visually impactful, a mix of physical product in well thought out display structures, that you’d expect to see within a JD store, which nestled in and around a series of digital screens, designed to play key presentations and ambient footage.

The evening was hosted by Sky Sports and Premier League presenter Kyle Walker, whose natural stage presence elevated the overall presentation, as he guided guests through the speaker content, before conducting an interview with Manchester City footballers John Stones and Rodri, then roaming the room on camera to enhance the gaming competition later in the evening.

The video and presentation content were created inhouse, working closely with Nike’s VC to ensure a consistency not only throughout the event, but with all assets guests will have seen out of the event setting. This was a huge part of the evening as guests were discovering Nike’s plans relating to how they’ll further strengthen an already amazing relationship with JD. To ensure the energy was kept high, social media sensations Sturdy Off took to the stage to wow guests with an incredible immersive dance performance – which later inspired an impromptu dance-off with an audience member!

A key part of the evening post presentations involved competitive activities. Delegates were divided into teams, participating in various points based games including basketball, air hockey, and Scalextric, each with a Nike twist. These were designed for guests to not only have some much deserved fun, but to battle it out for some exclusive Nike products. Additionally, MattB Customs offered a unique touch with a personalized Nike Air Max workshop, allowing lucky delegates to experience customisation firsthand, adding an exclusive and memorable element to the event.


The event’s success can be measured through positive feedback from attendees, the immersive experience offered, and the strengthened partnership between JD and Nike. The engaging activities and personalised workshops added value to the event, leaving attendees with a memorable experience.

This event stands as a testament to the effective collaboration between JD and Nike, highlighting their commitment to their partnership and to innovation and engagement within the sports industry.

“Serious quality across the board, everything running smoothly tonight, really premium delivery and that turned into plenty of happy faces in the room. Months of work, but all worth it.

Thanks not only for the great work, but also for doing it with a smile on your face. I think we can say we really Maxxed Out…”

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0161 549 0699