JD Sports Fashion

Positioning the business as the home of top brands


To reposition the  retailer’s growth  story for the capital  markets, emphasising JD’s strong relationships  with premium  sportswear brands.


To raise JD’s profile with all relevant audiences as  a premium sports retailer.


Emphasising points of  differentiation away from  other sports retailers to target audiences,  including analysts and the  business media, through  both set piece events and other positioning  throughout the year.


Built a reputation and premium rating in  the stock market based  on the differentiated offering of exclusive  and unique partnerships with leading sportswear  and athleisure brands.