GMG’s JD Sports has launched a campaign, in collaboration with creative agency IMA MENA, to connect with Gen Z and millennial audiences in the UAE this Ramadan. Titled ‘Own The Night’, the campaign roots itself in youth culture, positioning JD Sports as a catalyst for cultural connection and not just a place to shop.
The campaign, shot exclusively at SALT restaurants in the region, features visuals that reflect youth subcultures of streetwear, food and music – what the brand understands to be pillars of Gen Z identity in the UAE and Saudi Arabia.
“As JD continues to strengthen its presence across the Middle East, Ramadan presents a powerful cultural moment to connect with a new generation of consumers,” said Ross Adam, Managing Director – MENA, IMA.
The campaign has built its foundation on how evenings during the Holy Month become social, expressive and style-led, “making it a key retail and brand window”.
“The campaign strengthens JD’s cultural presence during Ramadan, positioning the brand as part of the energy and expression of the season rather than just a retail voice within it,” said Adam. “It delivers impactful, locally relevant visuals that deepen connection with the regional audience and elevate JD’s standing across the Middle East.”
Designed by this creative strategy, the campaign targets Gen Z and millennials aged 18 to 30 across the UAE and KSA. As such, the campaign strengthens JD’s cultural presence during Ramadan, positioning the brand as part of the energy and expression of the season by resonating with fashion-conscious and digitally native individuals who are deeply connected to sneaker culture, music and self-expression.
“This audience lives at the intersection of rap, hip-hop, street food and youth culture, shaping and sharing the trends that define the region,” said Adam.
The campaign also captures JD Sports’ brand positioning by naturally integrating itself into youth culture.
View this post on Instagram
“Our ambition with this brand moment was to take the full spirit of JD – its confidence, its community roots, its cultural currency – and find its natural expression in MENA,” said Will Daulphin, Creative Director, IMA MENA. “‘Own The Night’ is about that balance, honouring the nuances of Ramadan while keeping the brand sharp, relevant and true to itself.”
The campaign has rolled out as a unified platform across JD Sports stores in the UAE, its social channels and out-of-home sites across the region. The retailer will be tracking the uplift of its cultural presence during Ramadan. Overall, the campaign aims to position the brand as part of the energy and expression of the season rather than just a retail voice within it.
