For the return of the Air Max 95 Neon OG, we reinvented what a drop looks like. Tapping up Louis Theroux and a proper cross-section of UK and Euro talent to launch a cryptic scavenger hunt that blew up social media.

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Building intrigue with the cast, we created a never-been-done digital-to-physical experience with InPost lockers, cementing JD's status as the Home of 95. Real hype that shaped culture, dominated the headlines, and became their most successful drop to date.