JD has partnered with TikTok to allow users to virtually try on a pair of Nike trainers without leaving the comfort of their homes.
JD Sports and TikTok have teamed up to create an augmented reality (AR) filter was created to promote the launch of Nike’s new VaporMax collection in the UK.
TikTok users can use their phone camera to see what the three different models of the new Nike Air shoe collection would look like when worn.
JD has developed a campaign around the launch in partnership with TikTok to encourage users to film videos of themselves virtually trying on the newly released shoes, with TikTok users who create videos having the opportunity to win a year’s supply of Nike trainers.
JD already boasts a strong TikTok presence, with over 869,000 followers and 12.6m likes on the platform as it aims to stay connected to a younger audience. The sports retailer has also partnered with reality show Love Island to be the show’s official activewear partner this year.
The relationship between retail and TikTok has been strengthened in recent months through partnerships with Shopify, as well as the first offline pop-up experience in the UK opening last month in Westfield Shopping Centre to allow users to film videos in a dedicated physical space.
JD’s move to partner with TikTok to create this online experience reflects the growing importance of the video-sharing platform in marketing campaigns as it continues to outpace its social media rivals. The move, the first of its kind from a UK retailer, also illustrates how brands are using technology tech to involve online consumers in what was previously a store-only experience.
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