Jeremie Dunning
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Global Access

Global Access did more then define a group of products, it defined the JD brand to the US consumer. Positioning the very best products with differentiation in the market, this concept leveraged JD’s global credibility with clear benefit to the consumer to create massive distance between JD and the competition in athletic specialty.

As a brand-defining moment, Global Access bridged brand storytelling and commerce powered by hyper relevant product that made the message tangible and the value undeniable.

The first step to deliver the strategy was establishing a visual direction that celebrated the design of the product - clear, compelling, and adaptable across every category and channel.

Extending the Global Access platform in-store through a targeted creative strategy supported visual merchandising, bringing the story to life in the physical space.

Extending the Global Access platform in-store through a targeted creative strategy supported visual merchandising, bringing the story to life in the physical space.

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The hang tag acted as a key marker, signaling the platform’s connection to elite product and extending that clear identifier well beyond the store environment.

The hang tag acted as a key marker, signaling the platform’s connection to elite product and extending that clear identifier well beyond the store environment.