During Air Max Month, one of the most saturated moments in the sneaker calendar, JD needed to cut through without losing credibility. Their core audience was also deep in a polarising cultural conversation around masculinity, making it a tricky space for any brand to navigate.
 

So we went Above the Influence to put JD and Nike on the right side of the debate, anchoring the launch around Louis Theroux at the peak of hype around his manosphere documentary. By plugging the sneaker into a live cultural moment and driving a digital to real world experience, content spread the way sneaker hype actually travels, organically, through peer networks and by discovery.
 

Social didn't play a support role, it was the engine, and made this JD and Nike's most successful drop ever, sticking it to Tate and his twat mates at the same time.