new wave summer campain activation
From a pink truck to personalized kicks. Bringing JD Sports closer to female consumers. Increasing footfall and boosting women's collection sales and engagement.
The challenge
JD Sports wanted us to create a disruptive, engaging retail activation that would connect with female consumers in a fresh, authentic way. The goal was to increase footfall to stores, drive engagement with the women’s footwear collection, and generate buzz around JD Sports’ exclusive products across the Netherlands and Belgium.
The challenge was to design an activation that was highly visible, interactive, and appealing to a broad audience while keeping a strong focus on female shoppers, and turning a traditional shopping moment into a memorable, creative brand experience.
The Idea
We developed the JD Sports Summer Customization Truck Tour, a mobile brand experience designed to combine creativity, community, and summer vibes. The centrepiece was a bold, pastel-pink truck that doubled as an interactive customization hub and an urban statement piece, which was placed in the middle of high-end shopping areas in front of multiple JD Sports stores.
Key Experience Elements
The Truck: A pastel-pink mobile unit with floral and retro details, designed to be highly Instagrammable.
Customization Station: Customers could personalize JD Sports footwear with patches, laces, rhinestones, stencils, and spray paints, creating one-of-a-kind personalized sneakers.
Female Artists: We spotlighted female customization artists to empower women, diversify styles, and create an inclusive environment.
Bubble Tea Bar: Every purchase came with a free JD Sports-branded bubble tea in pastel cups—refreshing, playful, and shareable.
Outdoor Lounge: Shaded seating, branded umbrellas, and picnic tables created a social summer hangout for guests waiting on their custom designs.
Location Strategy
We positioned the truck in high-footfall urban hotspots near JD Sports stores, shopping streets, festivals, and even beaches. Each stop generated visibility, curiosity, and store visits.
The Meir – Antwerp, De Koopgoot – Rotterdam, Het Bollendak – Utrecht CS, Weversplaats – The Hague.
results
The JD Sports Summer Customization Truck Tour transformed shopping into a memorable, shareable brand experience. By blending fashion, creativity, and community energy, JD Sports stood out on the streets and built a stronger connection with female consumers in a fresh, authentic way.
825,000+ physical reach across high-footfall urban locations in the Netherlands and Belgium
1,152 customers served in the customization truck
17.6% increase in women’s collection sales during the campaign period
Significant organic social buzz, with user-generated content driving additional reach and visibility
Stronger brand equity with female audiences, positioning JD Sports as more inclusive, creative, and community-driven