Voice & Tone

JD Voice

JD seeks to inspire the rising generations of globally-minded consumers.

Identify JD as a gateway to a broader world. Use fluidity to move beyond current categories, labels, and physical boundaries. Speak as the enabler of access to something broader and different. Create an authentic connection to the universal culture of sport, music, and fashion. Engage with emerging culture and connect through fearless self-expansion. Reveal the history and storied heritage of the brand when appropriate.

Clarity
Use active voice and positive language.
Use short words and sentences.
Be specific and avoid vague language.

Authenticity 
Always remain authentic to the product and the culture of fashion, music and sport. 
Don’t force JD’s global positioning on product(s) when unnecessary or unfitting.

Aspiration
Use fluidity to move beyond current categories, labels and physical boundaries.
Engage with emerging culture and connect through fearless self expansion.

JD Tone

Real to culture, JD lives between sport, music and fashion as the catalyst to be whoever you want.

Fluid
Global / Worldwide
Product Obsessed
Aspired
Unequaled / Unrivaled
Individualistic
Bespoke
Expand / Reveal
Interpretative
Curated
Inclusive
Inspired

JD Commonly Used Words

Explore
Discover
Elevate
Curated
Essentials
Staples
Looks
Iconic Or Synonyms
Drop, Dropping, or Dropped
Latest
Iteration
Silhouette
Refresh
Rooted
Arrives
Global / Worldwide
Disruptive
Cues
Spirit
Inspired
Challenge
Statement
Piece

Word Tree

Explore

  • Discover

    • Global

    • Worldwide

  • Elevate

    • Refresh

    • Rooted

  • Curated

    • Essentials

      • Staples

    • Looks

      • Iconic

      • Latest

        • Iteration

        • Silhouette

Drop

  • Arrives

    • Disruptive

    • Cues

      • Spirit

        • Inspired

        • Challenge

          • Statement

            • Piece

JD Copy Examples

Email:

Subject Line: Explore the latest apparel from North Face.
Pre Header: Elevated styles available now.

Subject Line: Explore the latest apparel from North Face.
Pre Header: Elevated styles available now.

Subject Line: Explore the latest apparel from North Face.
Pre Header: Elevated styles available now.

Subject Line: Discover Retro-inspired silhouettes.
Pre Header: The latest in retro styles available now. 
Hero Copy: Retro Running

Subject Line: Explore essential winter staples
Pre Header: Shop the latest winter styles
Hero Copy: Winter Essentials 

Subject Line: Discover the latest footwear arrivals from Nike
Pre Header: Just-in styles available now.
Hero Copy: Nike Footwear

Subject Line: Elevate your fit with On-Court silhouettes
Pre Header: Shop the latest in basketball styles
Hero Copy: On-Court Silhouettes

Subject Line: Explore the latest apparel from North Face.
Pre Header: Elevated styles available now.

Subject Line: Discover apparel and footwear staples from ON
Pre Header:  The latest styles from ON
Hero Copy: ON Range

Subject Line: Introducing All-Star weekend essentials with the latest collaboration between the NBA and iconic silhouettes from Crocs
Pre Header: Mega Crush and Echo styles available now at JD Sports
Hero Copy: NBA Mega Crush & Echo Clogs

Subject Line: Discover the latest footwear arrivals from Nike
Pre Header: Just-in styles available now.
Hero Copy: Nike Footwear

Subject Line: Elevate your fit with On-Court silhouettes
Pre Header: Shop the latest in basketball styles
Hero Copy: On-Court Silhouettes