JD Sports x Nike Air Max 95 Liverpool Campaign

JD Sports x Nike Air Max 95 Liverpool Campaign

Known locally as the 110, the Air Max 95 has become part of the city’s streetwear culture and has a connection with Liverpool that has been built over decades.

For the launch of a Liverpool-exclusive special edition colourway, working with JD Sports and Nike, we helped turn that local connection into a city-wide media moment — using Liverpool landmarks, the Liverpool Echo and the 1.10 date to make the launch impossible to miss.

The Brief

The brief was to build anticipation around the launch of the new Nike Air Max 95 Liverpool colourway, ahead of its exclusive release in Liverpool on 1st October.

The challenge was to make the 1.10 date stick, while creating something that felt genuinely rooted in the city rather than simply putting a national campaign into Liverpool.

The campaign needed to build intrigue ahead of launch, create a major moment on the day itself and generate conversation beyond the physical media.

The Approach

The campaign started with a burst of OOH activity designed to tease the launch and build anticipation around 1.10.

Light projections appeared across Liverpool, including the Queensway ventilation tower and Liverpool Docks. Both locations were chosen for their connection to the colourway itself, with the shoe's colours taking inspiration from the city's brickwork and smoke.

Alongside the OOH activity, we worked collaboratively with JD Sports to create social content around the campaign, allowing the story to roll out across JD's social channels.

The campaign then moved into its biggest launch-day moment.

On 1 October, the Liverpool Echo was transformed for the first time in its history, with its masthead becoming EC110. The special edition featured a full front and back page wrap, turning one of Liverpool's most recognisable media brands into part of the campaign itself.

The projections and takeover also generated multiple pieces of PR coverage from the Liverpool Echo, boosting the campaigns reach and anticipation.

What We Delivered

Working in collaboration with JD Sports, we supported the campaign across OOH, press, social and PR, including:

• Teaser OOH activity ahead of the 1.10 launch

• Light projections across Liverpool cultural landmarks

• Launch-day takeover of the Liverpool Echo

• Liverpool Echo masthead transformed from ECHO to EC110

• Supporting OOH and flyposting activity across the city

• Social content created in collaboration with JD Sports

• Content rolled out across JD Sports' social channels

• PR generated through the Liverpool Echo

The product itself was exclusive to the Liverpool JD Sports store, making the launch feel as local as the campaign. The demand reflected that connection, with customers camping outside the store for two days ahead of release.

When the doors opened, the limited-edition shoe completely sold out.

What started with a date — 1.10 — became a city-wide takeover, with OOH, social, press and PR all working together to make the launch part of the conversation.

The campaign didn't just launch a new colourway in Liverpool. It celebrated a trainer that the city has made its own.