JD Sports
House of Dynamic

The Brief

For Air Max Day 2024, JD Sports wanted to go big. The mission was to create something that didn’t just show off the new Nike DN—it needed to feel like the DN. The sneaker’s all about pushing limits and blurring lines between real and unreal, so the experience had to do the same. We were asked to design a full brand world—part physical, part digital—that would get people moving, making, and connecting with the shoe in a way they hadn’t before.

The Execution

We built a space that looked and felt like it came from the future—two activation zones with four massive digital domes at the heart. Each dome offered something different to explore: one moment you’re inside a hyper-stylised Nike world, the next you’re hands-on, creating content or interacting with the DN’s design DNA. From the overall layout to every screen tap, the whole thing was designed to let people play, create, and feel the energy of the DN. It was part sneaker launch, part digital playground.