JD's mantra is 'own the street' and they wanted a new identity for King of Trainers that matched its dominance. The goal? Make it inclusive, make it authoritative, make it mean something.

We created a badge of honour to foster belonging and a mantra that hit hard. Rooted in JD’s sporting heritage and retail muscle, it now commands attention across stores and campaigns. Over the year, we reinforced the message - especially at Christmas, JD’s biggest battleground. TV, print, and in-store takeovers made it clear: JD is the Undisputed King of Trainers.

Senior Designer: Gary Lever
Christmas Creative:
Photography by Ali Mombassa
Film Director: Luc Janin (Pulse TV)