JD Sports and New Balance teamed up to launch an exclusive NB 740 collection, fronted by Afrobeats artist Arya Starr. The campaign captured the trainer’s easy versatility, moving from morning to midnight and from the street to the stage with the same confidence and comfort.

Challenge
The NB 740 needed to stand out in a market where every shoe promises to be different. Our task was to show its adaptability and attitude, placing it in the flow of real life. From daily commutes to late nights, the shoe had to feel at home everywhere, reflecting the effortless balance between sport and style.

Approach
We built a campaign that lived where our audience moved.

• Metro takeovers in France and the Netherlands reached millions of commuters in Amsterdam, Rotterdam, Marseille and Paris.

• Large-format digital screens in London, Liverpool and Manchester delivered standout visibility at key cultural and retail hotspots.

• Lenticular flyposters became the campaign’s talking point, shifting with every step to show the trainer across different backdrops. The motion mirrored the pace of the street and stopped people in theirs.

• Flyposting and cinema placements took the message deeper into neighbourhoods, reinforcing the sense of community and culture behind the shoe.

Results
The campaign sparked conversation online and on the street.

• Over 65 million total impressions across Europe.

• More than 400,000 organic story tags shared by passers-by and shoppers.

• Extended screen time across key sites, some delivering over 280% additional exposure.

• High engagement across every market, proving that placement and creativity can work hand in hand to create cultural moments.

Impact
The NB 740 didn’t just appear on billboards; it became part of the streets it was inspired by. This collaboration showed how smart placement and strong storytelling can turn an ad into a movement. It brought energy, authenticity and visibility together in one campaign that moved with its audience, not around them.