Conference
Conference
what we’ve done > Nike | JD Retail conference
KEY HIGHLIGHTS
type of event:
Conference
location:
Victoria Warehouse, Manchester
attendees:
250
client: NIKE| JD
date: November 2023
industry: Retail
Serious quality across the board, everything running smoothly tonight, really premium delivery and that turned into plenty of happy faces in the room. Months of work, but all worth it.
Thanks not only for the great work, but also for doing it with a smile on your face. I think we can say we really Maxxed Out…
CLIENT BRIEF
JD tasked us with delivering their annual Retail Conference—an exclusive evening for 250 key stakeholders including Retail Directors and Regional & Area Managers. This year’s event was in partnership with Nike and needed to communicate Nike’s vision and values, unveil top-secret new product lines, and be as entertaining as it was informative. A key challenge was designing an experience that balanced brand storytelling with high-energy, competitive fun.
WHAT WE DELIVERED
Victoria Warehouse was selected as the venue—perfectly aligned with the aesthetic of Nike’s MAXXED OUT campaign. We designed a dynamic stage set blending physical Nike product displays (styled like JD retail environments) with an array of digital screens for immersive content playback. The evening was hosted by Sky Sports presenter Kyle Walker, who delivered speaker segments, led a live Q&A with Manchester City players John Stones and Rodri, and brought the room to life during the games.
Our in-house studio created all video and presentation content in close collaboration with Nike, ensuring complete consistency across on- and off-site assets. The event was elevated by a performance from social media dance stars Sturdy Off, leading to a spontaneous guest dance-off. Competitive post-conference activities included basketball shoot-outs, air hockey, and Scalextric—each with a Nike twist. Guests competed in teams for exclusive Nike prizes. A customisation station with MattB Customs added a unique experiential touch, letting attendees design their own Nike Air Max shoes.
KEY RESULTS & IMPACT
250 stakeholders engaged in a premium, high-energy brand experience
Enhanced brand storytelling and strategic alignment between JD and Nike
Exclusive Nike product preview for JD leadership, generating buzz ahead of launch
Interactive games and customisation stations boosted attendee enjoyment and memorability
A NOTE FROM OUR TEAM
“This event was a brilliant fusion of energy, innovation and creativity. Bringing together Nike’s powerful brand narrative with JD’s dynamic team spirit meant the experience had to hit hard—and it did. From star footballers to dance battles and bespoke trainers, this was a night no one will forget. We were proud to be part of it.”
Senior Producer at Make Events