Preference Choice Publication

JD collaborates with Nike and TikTok for virtual shoe try-on

Gabby Fernie

Trainer and sports fashion retailer, JD is launching a collaboration with Nike and inviting the TikTok community to get involved in a bespoke shoe try-on moment, to celebrate the launch of the new Nike Air Vapormax. 

The Branded Hashtag Challenge #JDVaporMaxShuffle marks the second AR shoe try-on in the UK, following Snapchat and Gucci's shoe try-on lenses last year. 

Building on previous successful activations on the platform, JD is 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 close partnership with TikTok’s Creative Lab, the 3D AR Branded Effect will allow anyone to try on all three colourways of the Nike Air VaporMax.

JD and Nike have created a bespoke music track for the challenge, with lyrics encouraging users to move and interact with the 3D AR Branded Effect. 

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