FULL FORCE: NIKE X JD SPORTS
Nike Takeover of JD Sports for the AF-1 40th Anniversary Brand Activation in Times Square and Brooklyn
CLIENT: Nike
AGENCY: Studio Butch
ROLE: 2D/3D Design and Storytelling
CREATIVE DIRECTION: David Brady
For the 40th anniversary of Nike’s Air Force One, I was brought on by Studio Butch to help design and shape a flagship activation inside JD Sports’ Times Square and Brooklyn locations. The project set out to honor the sneaker’s cultural legacy across music, fashion, and art, while giving a new generation of consumers a chance to engage with the AF-1 in unexpected ways.
My role covered both the story and the space. I developed the consumer journey, created messaging, and designed graphics, packaging, and collateral that tied everything together. On the 3D side, I helped concept spatial layouts, interactive brand moments, and installation elements that turned the retail floor into an immersive celebration.
The result was a multi-layered experience where visitors could explore rare sneakers from Nike’s archives, customize their own pairs, and generate content that amplified the AF-1 story far beyond the walls of JD Sports.
We took inspiration from art, fashion, music and sport to create an immersive experience where we turned the Times Square and Brooklyn JD Sports locations into after-hours art galleries that showcased 25 pairs of rare Air Force 1 collabs from the Nike archives along with local artists and musicians and brought the party to New York.
