03.    Air Jordan x JD SPORTS 2021


Launched a 360 activation around Air Jordan’s DNA campaign, a co-partnership between Jordan and JD Sports featuring Pa Salieu.

We travelled to Pa’s hometown Coventry and directed a video with some of his family and friends including his brother Tamsir, who works at the Positive Youth Foundation (PYF) where Pa first started recording music.

The launch included an outreach component; we partnered with Pa Salieu’s local community sports centre and former communal recreational hotspot in Coventry, to support the next generation by providing merchandise sports gear to further them in their pursuits.











 LAST UPDATED AUGUST 2023

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ROMANTIC at heart ︎