JD Sports / United Arab Emirates and Saudi Arabia / 2026Social · OOH · Retail & Shopper
Own the Night.
JD Sports celebrates the energy of Ramadan evenings through streetwear, food and music in a youth-focused regional campaign.
- Brand
- JD Sports
- Agency
- IMA MENA
- Market
- United Arab Emirates and Saudi Arabia
- Region
- GCC
- Year
- 2026
The challenge
Connect JD Sports with Gen Z and millennial audiences in the UAE and Saudi Arabia during Ramadan.
The idea
Shot at SALT restaurants, the 'Own the Night' platform draws on the social life of Ramadan evenings and the intersection of sneaker culture, street food and music across social, stores and outdoor media.
Case study source: Campaign Middle East Source ↗
Credits
- Creative agency
- IMA MENA
- Brand
- JD Sports / GMG
- Creative director, IMA MENA
- Will Daulphin
- Managing director, IMA MENA
- Ross Adam
