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JD ‘s Road To Undisputed Tour

DJ Case Study Banner


  • Client: JD Sports
  • Event Type: Bespoke Activation
  • Location: Principality Stadium, Cardiff

The Brief

At the beginning of January the team from JD approached us with a challenge to produce a custom boxing machine for JD’s Road to Undisputed Tour. This machine was to tour around the JD stores with Anthony Joshua’s winning belts.

The Details

Ahead of Anthony Joshua’s unification bout against WBO heavyweight champion Joshua Parker on the 31st March at the Principality Stadium in Cardiff, JD welcomed fans to come along to AJ’s ‘Belt Tour’. JD and AJ collaborated to give fans a unique opportunity to have their picture taken with Joshua’s IBF, WBA (super), and IBO belts at store nationwide, along with an exclusive chance to win tickets to the highly anticipated fight.

Starting in Sheffield the ‘Belt Tour’ made several stops before reaching its final destination in Cardiff, where AJ added Parker’s WBO belt to his collection. AJ is now just one belt away from becoming the coveted undisputed heavyweight champion of the world.

JD Boxing Machine AJ

The Challenges

The challenge was set to build a boxing machine similar to the visual supplied by JD and incorporating a full HD screen, GoPro Camera mounts to capture the action and a media hub to store and distribute the content.

As always we stepped up to the challenge and completed the project in record time. We then sent the machine out with our team of time served technicians and solved the many logistical and mechanical issues that often occur when a machine of this size are transported from venue to venue rather than being in one set location.

The Result

Following on from the success of the JD boxer we went on to support Bulk Powders at the Body Power Expo in Birmingham with another fully custom wrapped boxing machine that proved to be a huge success with both the Bulk Powders team and guests alike.

“Just wanted to drop a note to say thank you and how happy we were with the boxing machine. Everything went smoothly – didn’t have any issues.” Rebecca | Bulk Powders

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