ADTV Creative played a pivotal role in the success of JD Sports’ ‘The Masked Rapper’ YouTube series, featuring UK rap heavyweight Digga D. As a key talent management partner, we led the process of securing Digga D for the campaign, ensuring seamless execution and maximum impact. The result? The episode became JD Sports’ 5th highest-viewed YouTube video ever and the fastest in their history to hit 1 million views.

The Challenge

JD Sports sought to elevate their YouTube content strategy by creating high-engagement, culturally relevant content that would resonate with their core audience. They wanted to: Leverage our top-tier talent to drive engagement on their digital platforms and generate organic conversations within music and streetwear culture.

Our challenge was to identify and secure the right artist who could deliver authenticity, influence, and high engagement while aligning with JD Sports’ brand positioning for their Youtube Channel.

Our Approach

As a specialist in talent partnerships and campaign execution, ADTV Creative, negotiated and secured Digga D as the featured talent, leveraging our extensive personal and reputable connections to align the brand with one of the UK’s most sought-after artists. We managed the entire talent relationship, ensuring Digga D’s participation was smooth, from contractual agreements to on-set coordination.

Amplification & Results

  • The campaign generated an unprecedented level of engagement, securing: 1 million views in record time & 30k likes – the fastest in JD Sports’ YouTube history and the no1 highest-viewed video on JD Sports’ YouTube channel outside of their Christmas campaign ads and no8 highest viewed overall.

  • On JD Sports Tik Tok page the 2 social video clips individually have 2M views, 196k likes and 2.5M views & 152k likes and, 3,000 shares.

Impact & Takeaways

  • The Masked Rapper campaign with Digga D proved that the right talent, when paired with the right platform, can create record-breaking results.

  • By leveraging ADTV Creative expertise in talent management, JD Sports successfully strengthened its presence in music, fashion, and youth culture.

  • This case study reinforces the power of authentic collaborations, showing how strategic partnerships can drive unparalleled audience engagement and brand success.

At ADTV Creative, we don’t just connect brands with talent—we create moments that matter.

ADTV Creative partnered with JD Sports to deliver a culturally resonant campaign for the Nike Air Max 90, featuring rising UK rap star Clavish. This collaboration seamlessly blended music, fashion, and youth culture, positioning JD Sports at the heart of sneaker culture while reinforcing Nike’s legacy.

Objective

JD Sports sought to promote the Air Max 90 to a Gen Z and streetwear-savvy audience, ensuring authenticity and strong cultural relevance. ADTV Creative was tasked with securing the right talent to front the campaign and driving maximum engagement across key platforms.

our approach

Talent Curation & Management

  • Identified Clavish as the ideal face for the campaign due to his authentic street appeal, strong UK rap presence, and influence within sneaker culture and strong connection with JD Sports’ core audience made him the perfect fit for this campaign.

  • Negotiated and secured Clavish’s involvement, ensuring seamless alignment with both JD Sports and Nike’s brand messaging.

  • Creative Execution Integrated storytelling by highlighting Clavish’s personal connection to sneaker culture, making the campaign feel authentic and aspirational.

  • Curated high-impact visuals and digital content, blending Clavish’s unique aesthetic with the heritage of the Air Max 90.

Amplification & Impact

  • Drove organic engagement through Clavish’s fanbase on instagram and TikTok

  • Positioned the Nike Air Max 90 as a staple sneaker within UK streetwear culture, enhancing its desirability

  • Strengthened JD Sports’ positioning as the go-to destination for streetwear, music, and sneaker culture

  • Clavish’s Nike Air Max 90 billboards were placed in all JD Sports UK and European stores

Results & Takeaways

  • Successfully positioned the Air Max 90 as a must-have sneaker for JD Sports’ target audience.

  • 555k TikTok views on JD Sports page and 500k Instagram views on JD Sports IG and 75k likes on Clavish IG feed post

  • Reinforced Clavish’s influence in both fashion and music, driving increased engagement and conversation.

  • Demonstrated ADTV Creative expertise in merging brand partnerships, music culture, and talent-led marketing to create impactful, results-driven campaigns.

We partnered with JD Sports and Reebok to launch the Classic Collective campaign, featuring UK rapper Cadet. The campaign aimed to celebrate authenticity, individuality, and legacy by bringing together influential artists who embodied Reebok’s classic heritage and JD Sports’ connection to UK music culture and help and advice to people trying to find a place within the industry.

Our Approach

Our role was to identify and secure the right talent to authentically connect with the campaign’s message, ensuring it resonated with Reebok’s target audience.

Talent Curation & Partnership Strategy

  • Selected Cadet as the lead figure in the campaign due to his genuine connection with youth culture and personal storytelling through music.

  • Managed negotiations and alignment between JD Sports, Reebok, and Cadet’s team to ensure smooth execution.

  • We also brokered a 3 Month domestic ambassadorship for Reebok and Cadet

Campaign Execution and Content Strategy

  • We produced visually striking and narrative-driven campaign, highlighting Cadet’s journey, personal style, and connection to the Reebok brand.

  • Seeded high-quality content across social media, digital platforms, and Youtube channels, ensuring maximum reach.

  • Captured Cadet in his authentic element, making the campaign relatable, inspiring, and true to his brand.

    Impact & Legacy

  • The campaign resonated deeply within the UK music and fashion community, creating a lasting cultural moment..

  • Strengthened JD Sports and Reebok’s position as brands that support real talent and cultural icons.