As the only U.S. sneaker retailer rooted in football culture, this is JD’s moment.
COMPANY JD Sports
LEAD DESIGNER Sonia Seguin
ART DIRECTORS Kevin Smola, Kara Hamilton
BRAND CREATIVE DIRECTOR Ryan Kohn
BRAND SENIOR CREATIVE DIRECTOR Jeremie Dunning
PRODUCTION MANAGER Jessica Gilbert
TALENT Xavi, Delilah, BunnaB, BabyChiefDoIt
PHOTOGRAPHER Rodini Banica
VIDEOGRAPHER Mario Contini
COPYWRITER Connor Brady
VIDEO EDITOR Matt Mooney
Position
JD has been here from the start of Terrace Culture.
Product
We have the best brands and styles for today's soccer style.
Definition
We are a footwear and apparel retailer.
We needed to translate JD’s connection to the game into a retail experience that could quickly tell the consumer our story while making a cultural impact. The system had to flex across 5 high-visibility flagship window displays, 8 elevated window displays, and 70 smaller scale window displays, working as a modular kit that could be built up or stripped back depending on the space.
Beyond retail, the challenge extended to broadcast. How would the edit carry the same story, and what was the throughline that could unify every touchpoint into one cohesive campaign?
How do you tell a global football story in seconds, at scale, and in a way that feels culturally relevant?
We started by grounding the system in JD’s history in Manchester and its connection to the sport.
We dug into the UK archive, pulled vintage JD duffle bags, recreated them, and photographed them. These became a connective thread across the campaign.
We also found old jerseys JD had sponsored over time and created a set of graphic icons. Each icon was paired with a storytelling fact, building a layered narrative that reinforced JD’s presence in soccer culture.
Next, we built a stage for culture.
We designed a mobile version of JD’s heritage and connection to terrace culture by transforming a double decker British bus into a traveling stage. The bus became a moment to quickly tell our history while creating a hype moment.
While designed to evolve into a live stage for performances, athlete appearances, jersey drops, and podcast moments, the bus is introduced as a visual statement first, creating impact at a glance and building curiosity for what’s to come. I designed the full sticker system layered across the bus, pulling from JD’s archive to create a lived-in, collected feel, and played a central role in shaping the overall bus design as well as interior details.
*The bus is on its way around the US! I’m excited to add visuals of the bus as a stage soon!
We connected culture to JD product and the campaign story.
We brought together Xavi, Delilah, BunnaB, and BabyChiefDoIt, styling them in JD jerseys. The shoot puts the product at the center of culture, worn by the people shaping music, sport, and culture right now.
We built five flagship window moments that turned retail into something bigger than a storefront.
Each flagship display was designed as a bus stop environment, anchoring the World Cup story in a familiar public space and turning the window into a point of departure. Wheatpaste posters featuring jersey icons, vintage duffels, and core campaign messaging reinforce a layered, lived-in aesthetic rooted in street culture. Product is styled on mannequins within the scene, and a custom map connects each stop to key World Cup markets and live bus tour locations, extending the narrative beyond the store.
To ground the heritage story, stadium seats are numbered "1984", referencing JD’s history while tying it back to football culture and the energy of matchday. I led the retail concept and designed the flagship display mockups, defining the visual system and execution across each environment.
A bus stop takeover only made sense for this campaign. The structure itself became an experience that ties back to the bus and retail system. A bold logo-first approach ensures immediate brand recognition, while layered visuals of archival duffels, jersey icons, and campaign storytelling create depth beyond the first glance.
I concepted and designed the takeover, adapting the campaign into a fully integrated OOH environment.
We built a bus shelter takeover that translated the campaign into a high-impact OOH moment.
*The bus stop is currently being installed, photos of the space coming soon!
Working within strict build limitations, we needed to create something impactful without custom structures. Every element was considered to maintain consistency with the larger campaign while adapting to the limitations of the space.
I concepted and designed the kiosk, developing the full experience independently within the given constraints.
We built a kiosk within an existing retail environment, translating the campaign into a constrained space.
*The kiosk is currently being installed, photos of the space coming soon!