JD Sports


JD Sports Brief

Create an immersive live activation to encourage and engage customers to a unique shopping experience with JD Sports.


Choreographer and Creative Director Kwame Knight devised & created the dancing mannequins immersive activation for JD Sports.

Dancers began the performance in the display windows and instantly created a focal point that drew customers into the experience.

The dancers wearing branded clothing was a fusion between performance theater and a live fashion show.

Music was a major factor of the experience, the addiction of a live DJ in store created an atmosphere that blended the whole activation together. The experience encouraged customers to also engage with our brand ambassadors who were able to collate data for JD Soprts.