JD Sports - King of the Game
Role: Product Strategy, Creative Strategy, Creative Direction, XFN Leadership
A new gaming arena for JD Sports, the 'King of Trainers', & the world's first brand partnership in Meta's gaming platform Crayta . This is how the UK’s largest Sports Retailer took its first steps into the Metaverse and connected with new gaming audiences through playable brand experiences.
KING OF THE GAME: A campaign designed to inspire, celebrate and mobilise the authentic culture of competition among urban youth. In every town across the UK there’s an arena, where champions are made every minute of the day. Where crews come together to celebrate friendly rivalry. Where champions are toppled and kings are crowned, and where the fun of competing is brought to life. On every retail park, in every mall, in every city... the arcade.