Winning shelf space in the Middle East no longer settles the question. For JD Sports, the immediate hurdle is securing cultural equity with a youth demographic that was loyal to established rivals long before JD’s arrival. A new Ramadan activation suggests the retailer is prioritizing credibility investment while its physical footprint is still scaling.
The “Own The Night” campaign, produced alongside creative agency IMA MENA, pivots on a specific regional insight: the Holy Month’s after-dark social shift. As the sun sets, the MENA youth scene transforms into a high-energy period of social gathering, expressive fashion, and street-side dining—territory that fits naturally with JD’s “King of Trainers” identity. By filming exclusively at SALT restaurant locations, a homegrown cult favourite in the Gulf, JD Sports embeds itself into the youth nightly ritual.
Ramadan is the region’s undisputed heavyweight champion of consumer spending. Historically, fashion sees a massive uptick as shoppers prepare for Eid al-Fitr (the Festival of Breaking the Fast) festivities.
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The scaling challenge
JD Sports Fashion Plc officially entered the Middle Eastern market in Spring 2024 via a 10-year franchise partnership with retail giant GMG. While JD has rapidly established flagship presence in hubs like Riyadh—home to a massive 9,000 sq ft site—and Cairo, it remains a newcomer in a landscape dominated by GMG’s own Sun & Sand Sports and Nike’s mono-brand network.
Under the agreement, GMG aims to scale JD to roughly 50 stores across the GCC—Saudi Arabia, the United Arab Emirates, Qatar, Kuwait, Bahrain, and Oman—and Egypt by 2028. Campaigns like “Own The Night” are designed to establish a brand presence in consumers’ minds before physical stores reach their neighborhoods.
About GMG
Headquartered in the UAE, GMG is a diversified global well-being company with a vast portfolio spanning healthcare, nutrition, and retail. Its sports division is a powerhouse in the MENA region, managing a network of over 500 stores and representing more than 120 international brands. Beyond its partnership with JD Sports, GMG is the force behind homegrown retail icons like Sun & Sand Sports, leveraging over four decades of regional expertise to bridge the gap between global brands and Middle Eastern consumers.
