We teamed up with JD Sports and PUMA to open the biggest JD store EVER with a moment shaped by youth culture, energy and community.
Outside, Usain Bolt and Beta Squad brought the 100m storefront to life with a race that turned the shopping centre into a stage. Bolt chose his team from the crowd before Team Bolt vs. Team Beta went head-to-head with a 100m relay. Team Bolt took the win, giving the winners from JD’s community an opportunity to open the store in front of a packed out crowd.
Inside, the energy continued with the 100m Sprint Challenge, inviting visitors to race against Bolt’s time for the chance to win MCFC tickets, PUMA sneakers and full fits.
In the days leading up to launch, anticipation built through social teasers from Bolt and Beta Squad, amplified by OOH across the Trafford Centre. On opening day, the JD community showed up early – queuing overnight to be part of the viral moment.
