Seamless Shopping, Anytime, Anywhere
JD Sports is a specialty retailer of fashionable branded and private label sports and casual wear combining globally recognized brands such as Nike, adidas, and The North Face with strong private label brands such as Pink Soda. JD Sports combines the best of physical and digital retail to give a compelling proposition enabling consumers to shop seamlessly across channels.
Global Marketing Strategy
When JD Sports purchased FinishLine and entered the US market, they wanted to find a marketing position that would work globally. Their assumption was that the Gen Z customer was a universal consumer, taking clues from the web and social media from all over the world. CVR was selected to help the retailer conduct research with Gen Z influencers in six different countries to test this hypothesis.
Tapping AMIN Network for Global Interviews
CVR leveraged its AMIN agency membership to activate interviews worldwide. The plan was to recruit, conduct and record interviews with nearly 20 people between the ages of 15 – 25 years old all over the globe. CVR conducted the work stateside while AMIN partners – Campagne (Netherlands), DPR&Co (Australia) and Asia Works – (Singapore / Seoul) handled the effort internationally.
Revealing Shared Gen Z Perspectives
Just as the pandemic was spreading from APAC to the rest of the world, CVR and its partner agencies were on the ground to videotape interviews to get the insights JD Sport needed to finalize their positioning as the leading sportswear retailer in the world. Our research found that these customers see no boundaries and take their cues from anywhere and anyone. They are not afraid to express themselves and are willing to take risks. CVR developed and produced a video montage illustrating the similar Gen Z mindset and results of this research for presentation to stakeholders within JD and to their brand partners at Nike, adidas and other brands.
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