White Rose Store Launch
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White Rose Store Launch
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- BRAND NAME : JD X Leeds United FC
- ACTIVATION NAME : White Rose Store Launch
- RESULTS GENERATED : Target sales were DOUBLED on activation days
- LOCATION DELIVERED : Leeds
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BRIEF
JD Sports wanted to make a bold statement with their brand-new White Rose flagship store and turned to RWD Agency for innovative ideas that would maximise the existing shopping centre infrastructure while seamlessly integrating their key brand partnerships.
THE ACTIVATION
Launch Party
The exclusive launch party, held the night before JD Sports’ White Rose flagship store opened to the public, welcomed an invite-only guest list of VIPs and competition winners. The event showcased a custom-built DJ booth, AI-powered photo booths that created personalized trading cards featuring JD and Leeds United branding, and a unique photo opportunity that doubled as a meet-and-greet with Leeds United players. Guests enjoyed a fully licensed bar serving bespoke event-themed cocktails, Red Bull, and Heineken, while a live Q&A session took place on a dedicated stage—captured as legacy content for JD Sports’ social platforms.
Ice Rink Takeover
For the ice rink takeover, JD Sports fully branded the entire pop-up rink, transforming it into an immersive brand experience. To elevate the activation, a RWD Agency DJ took centre stage, not only spinning tracks but also engaging the crowd on the mic—promoting the new store opening and highlighting the exciting activations available throughout the launch weekend.
Store launch Weekend
For the store launch weekend, Rwd Agency designed and built a striking JD Roundel statue, seamlessly integrating nine lockable boxes into its design. Consumers had a one-in-six chance of unlocking a box to win a JD gift card, redeemable on the day.
The activation space was brought to life with fully branded floor vinyl, a custom DJ setup, and a bespoke DJ surround. To amplify the energy, we invited some of the UK’s top breakdancers, including the B-Boy World Champion and two members of the renowned dance group Diversity. Crowds gathered by the hundreds to watch the electrifying hourly performances, while our host kept the momentum going—engaging attendees and promoting the latest products, activities, and competitions happening in-store throughout the weekend.
RESULTS
The event was a resounding success, receiving high praise from industry professionals. Additionally, the strategic seeding and legacy content performed exceptionally well, generating a PR value that instantly exceeded the total cost of the campaign. Ultimately, this made the entire event cost-neutral, delivering unparalleled value for the brand.
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FAQ
Why work with the RWD Agency?
RWD Agency has built a stellar reputation, supported by long-standing partnerships with some of the world’s largest brands and retailers. For example, JD Sports has trusted RWD Agency as their leading supplier of experiential activations for over 12 years. Many former collaborators have carried RWD’s services with them as they’ve transitioned to other major brands, underscoring the agency’s consistent excellence and impact.
Is it true that you work exclusively through referrals?
Starting in 2025, RWD Agency is proud to offer its services openly for the first time. Previously, we worked exclusively with referred clients to maintain the exclusivity and high quality of our offerings, avoiding the dilution of our services across too many channels. As part of our global growth strategy, we now have the capacity to extend our expertise to a broader audience while maintaining the same exceptional standards.
What does RWD Agency need to know ?
Initial Ideas and Concepts
- Outline the vision for the activation or event (e.g., experiential installations, live performances, immersive AI experiences).
- Consider creative approaches that align with your brand and engage the target audience.
KPIs (Key Performance Indicators)
- Define measurable goals, such as:
- Foot traffic or attendance numbers.
- Social media engagement (likes, shares, mentions).
- Lead generation or conversions.
- Post-event surveys or feedback scores.
Budget
- Provide a clear budget range to help RWD Agency tailor concepts and resources effectively.
- Include details like allocations for production, staffing, marketing, and contingency.
Date/Time
- Specify the exact date and time for the activation, considering factors like audience availability and logistics.
- Indicate if the event spans multiple days or requires set-up/tear-down periods.
Location
- Share details about the venue or location, including size, layout, and any logistical considerations.
- Highlight whether the space is indoors/outdoors and if permits or approvals are required.
This comprehensive information will ensure the RWD Agency can craft a tailored and impactful activation.
Is “RWDAI” free to use?
Yes, “RWDAI” is a completely free tool that transforms your activation ideas into fully developed, professional-quality images. Forget the outdated methods of printed paper and those abstract, indecipherable sketches from a colleague—we’re here to effortlessly bring your vision to life!
Where is RWD Agency based?
We are located in the UK and Dubai.
