A group of shoppers holding up phones to play the mixed-reality game in the green Jordan zone in store

Case study · Sports retail and streetwear

JD x Jordan Beyond AR Launch 4 International Stores | AR Basketball Launch

The story in brief

Jordan Beyond brought a mixed-reality basketball game into four JD Sports stores in London, Paris and Antwerp. Our brand ambassadors ran the London stores, demonstrating the game and walking players through the Jordan range.

Client: JD x Jordan
Sector: Sports retail and streetwear
Format: Mixed-reality in-store activation
City: London, Paris and Antwerp
Venue: JD Sports stores
Staff type: Brand ambassadors, Brand activation staff, Product demonstrators, Promotional staff

4JD stores

3Cities

2UK flagships

226Live hours

The brief

JD and Jordan launched Jordan Beyond as an immersive in-store brand activation: dedicated event zones built around a mixed-reality basketball game, with the chance to win exclusive Jordan Loot Bags.

It ran in four flagship JD Sports stores across three cities.

A shopper holding a tablet up to the Jumpman display to play the AR basketball game

A customer photographing the green Jordan display and mannequins in a JD Sports store

What we did

Our brand ambassadors covered Westfield Stratford and Oxford Street in London, with partner agency support delivering JD Sports Rivoli in Paris and JD Sports Meir in Antwerp.

Every team member attended a virtual training session before the rollout, covering the game, the Air Jordan brand story and the Jordan shoe and apparel range, featured in the campaign alongside UK rappers Knucks and Enny.

Two shoppers in caps photographing the Jordan display under a ring light in store

How it ran

Demonstration: the AR game shown to walk-in customers, with capacity and flow managed around each gaming zone.
Product: shoppers walked through the Jordan shoe and apparel range and the Knucks and Enny tie-in.
Sales: players handed on to the in-store JD team, with support for the in-app purchase option on JD Sports.

The ambassadors acted as the bridge between a game and a sale, turning curious players into shoppers on the JD floor.

A shopper holding a phone up to a Jordan jersey display in the AR zone

Overhead view of Jordan stickers and a campaign card on a round table, with green Jordan trainers below

Where it ran

London, Paris and Antwerp

JD Sports stores

Westfield StratfordLondon
Oxford StreetLondon
JD Sports RivoliParis
JD Sports MeirAntwerp

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