Louis Theroux Fronts JD Sports Campaign for Nike Air Max 95 OG ‘Neon’ Release

JD Sports has launched a UK-wide campaign featuring Louis Theroux to celebrate the return of the iconic Nike Air Max 95 OG ‘Neon’ silhouette. The sneaker will be available in JD stores and online beginning March 5, 2026.

Campaign Details

The campaign, created by creative agency Ear to the Ground, aims to broaden the appeal of the Air Max 95 beyond core sneaker communities by leveraging Theroux’s cross-generational relevance. The rollout includes activations in Liverpool, Manchester, Glasgow, and London, utilizing branded InPost parcel lockers to distribute limited pairs of the shoes to consumers who signed up for the release.

Creative Collaboration

Louis Theroux is joined in the campaign by a diverse group of UK talent, including Liverpool rapper KASST8, streamer Angry Ginge, content creators Jakey and Heinz from The Bov Boys, and Italian artist Artie 5ive. Social media content featuring these collaborators will amplify engagement across sneaker, sport, and music audiences. KASST8’s track “They’re Called 110s” provides the campaign’s soundtrack.

The Air Max 95 ‘Neon’ Legacy

First released in 1995, the Air Max 95 ‘Neon’ is considered a cornerstone of sneaker culture in the UK and beyond. The 2025 re-release faced limited availability, prompting JD Sports to ensure a wider drop in 2026, including a full-family size run. The Air Max 95 was the first model to feature a black midsole, a bold move at the time of its release. The original ‘Neon’ colorway has been re-released over ten times, cementing its place in sneaker history JD Sports.

Nike Air Max 95 Updates

Last year marked 30 years since the Nike Air Max 95 was first released. Nike rebuilt the AM95’s construction to better replicate the 1995 original, with notable updates including beefed-up bubbles and a retooled upper SneakerFreaker.

The campaign rollout began with a teaser showing a stockroom filled with Air Max boxes, posted to JD’s social media channels. This was followed by a series of deliveries tied to branded InPost lockers, sending the shoes to various figures in music and culture. Complex