JD links with Nike, TikTok for UK's first virtual shoe try-on

By

Nigel TAYLOR

Published
Aug 23, 2021

It’s being billed as a first for the UK. JD Sport Fashion is collaborating with US sportswear giant Nike to launch a bespoke shoe try-on trainer moment on the TikTok community platform.

Aimed to celebrate and drum up excitement for the launch of the new Nike Air VaporMax launch, the Branded Hashtag Challenge #JDVaporMaxShuffle marks the first augmented reality (AR) shoe try-on in the UK.

Building on previous activations on the platform, JD also becomes the first UK retailer to launch a campaign of this kind on TikTok, “bringing together music and culture with a Branded Effect and the creator community”. 

Created in partnership with TikTok’s Creative Lab, the 3D AR Branded Effect allows anyone to try on all three colourways of the new Nike Air VaporMax. The launch gives the TikTok community “a fun new way to try on the latest trainers without having to leave the comfort of their own home”.

To add a musical twist to the experience, JD and Nike have also collaborated on a bespoke track for the challenge. The lyrics encourage people to move and interact with the 3D AR Branded Effect.

Anyone using the hashtag #JDVaporMaxShuffle and moving their feet to the beat also has a chance to win a year’s supply of Nike trainers.