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JD collaborates with Nike and TikTok for the first virtual shoe try-on in the UK

Tom Shearsmith
18 August 2021

Footwear and sportswear giant JD Sports is to launch a new collaboration with Nike and TikTok, inviting users to virtually try on the new Nike Air VaporMax.

The bespoke shoe try-on aims to drum up excitement for the launch of the new Nike Air VaporMax, and marks the first augmented reality (AR) shoe try-on in the UK.

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 (a filter) and the creator community.

Created in close partnership with TikTok’s Creative Lab, the 3D AR filter will allow anyone to try on all three colourways of the new shoe. To add a musical twist to the experience, JD and Nike have collaborated on a bespoke track for the challenge, with the lyrics encouraging people to move and interact with the effect.

TikTok // Nike // JD

Anyone on TikTok using the hashtag #JDVaporMaxShuffle and moving their feet to the beat of the track is to be entered into a competition for a chance to win a year’s supply of Nike footwear.

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