High street retail is tough, very tough - nearly 6,000 stores closed last year. On the other hand, JD Sports is on the up. Why? By being seen as not just as a retailer, but a youth culture brand. We moved JD from a place on the high street to a place in our audiences’ hearts by bringing together 2 YouTube stars to create a new boxing experience. Our plan delivered a knockout blow - drawing more viewers than the last Anthony Joshua fight, becoming the most socially watched boxing match in history. It generated over 1 billion brand views and brand interest increased 23% week-on-week.