White Rose Store Launch

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White Rose Store Launch

- - 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

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.