JD SPORTS FESTIVALS // VIBRANCY

JD SPORTS

#JDWATCHPARTY – EURO24

CAMPAIGN DEVELOPMENT // COMMUNICATION // TALENT PARTNERSHIPS // CONTENT PRODUCTION // EVENT PRODUCTION

KICK-OFF AT OPEN AIR CINEMA COLOGNE

Turning football into lifestyle: To kick off the home European Championship, JD invited a new generation of fans to experience the game like never before. An immersive watch party merging Gen Z energy, cultural storytelling and the spirit of community – all under the open sky of Cologne.

THE CHALLENGE

How do you reinvent a public viewing experience for a young, lifestyle-driven audience? The challenge was to break away from traditional formats and create an authentic cultural moment that resonates with Gen Z – a generation that values interaction, inclusion, and impact over convention.

THE WORK

We conceptualized and executed the #JDWatchParty as a cultural playground for football fans. Set at the iconic Open Air Cinema Cologne, the event combined matchday excitement with urban entertainment: from a pre-game talk on football’s evolution featuring David Odonkor, Eunice Beckmann, and Shary Reeves, to a goal wall challenge, giveaways and creator activations. Our creator crew – Whyguy, Emily and Willy Will – fueled reach and relevance, while branding touchpoints ensured strong visual presence. The event became a vibrant celebration of sport, music, and togetherness – transforming a football match into a lifestyle statement.

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