JD Sports Fashion is moving its multi-channel content and production team to The Sharp Project in Manchester. The British sports and fashion retailer has taken 10,400 square feet of production space at the complex on a £2 million (€2.50m-$3.36m) long-term lease. The Sharp Project, home to more than 50 digital entrepreneurs and production companies, is described as a profit-for-purpose development, owned by Manchester's City Council, that was established in 2011 to help grow the creative and digital sector in the region. JD will relocate its 58 designers, writers and photographers from their Pilsworth headquarters this September. The retailer is combining all of its resources into a single multi-channel team. The company emphasized that taking permanent production space is an innovative approach for a retailer. This choice is expected to help the company be more self-sufficient and productive.

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