JD Sports

Dazzle Ship assisted JD's strategic aim to authentically align the brand with youth culture via video content. We were honoured to be part of the initial team that first enabled JD Sports to embrace creative video production into their marketing strategy. In 2013 video content had started to thrive online, as one of our first clients JD saw this as a way to authentically connect with their core demographic. Developing the initial creative strategies that allowed JD to align their brand with the UK youth demographic. The key to achieving this goal was through authenticity and an inherent understanding of the subcultures, music and niches that surrounded it. This strategy spearheaded their instore and online roll out. JD carried this method forward and enjoyed global expansion, their stock was named ‘best investment of the decade’ and they solidified their position as a youth culture institution.