Behind the brand: How JD Sports scores big on social by staying real

We sat down with JD Sports, the global athletic retail giant known for its bold streetwear aesthetic and unrivaled sneaker selection. Founded in United Kingdom and now a household name across continents, JD has built a reputation for tapping into youth culture with authenticity — from music and sports to fashion and community. Their social media presence reflects that ethos: fast-moving, trend-savvy, and unapologetically bold.

In this behind-the-scenes conversation with Anastassia Setsikas, JD Sports’ Social Media Manager, we explore how she and her team keep one of the world’s most recognizable retail brands culturally relevant. From campaign planning and influencer partnerships to staying agile in the face of shifting trends, Anastassia shares how JD balances hype with long-term brand equity.

From Passion to Profession

Q: What first drew you to social media as a career?

Anastassia: When I was first in university getting my business degree, I was going to go into tech. I realized, okay, this isn’t maybe what I’m in love with right now, and that I’m actually a lot more creative than I thought I was and then switched into marketing, fell in love with it!

Q: Did you always see yourself working in marketing?

Anastassia: Not exactly. I started out creating content on the side — filming gigs, making short edits for local artists and sports clubs. It wasn’t “marketing” in my head, it was just fun. But that experience gave me a creative eye and an understanding of what captures attention. Eventually I moved into agency work, then joined JD full time.

Inside JD Sports’ Social Strategy

Q: Walk us through a typical day in your role.

Anastassia: I would say I love sitting into my morning – I’ll get to the office, have breakfast, coffee, and go through articles, I’ll go through hype beast, hype bae and whatever else source connects to my industry. The ideas I get from here help me make decisions on my team’s social media.

Q: How do you plan campaigns at JD?

Anastassia: We build around three main pillars: retail campaigns tied to key drops, brand campaigns that cement our identity, and always-on content that keeps us culturally present. Campaign planning starts with our wider marketing team — social is baked in from the start, not added on after. That means we can design campaigns with social-first storytelling, not just adapt existing creative.

Q: What metrics matter most to you?

Anastassia: Engagement and sentiment. Reach is great, but if people aren’t interacting or if the vibe’s off, it doesn’t matter. We measure how our audience feels about the brand as much as how many see our content.

Balancing Speed and Strategy

Q: Biggest misconception about running social media?

Anastassia: That it’s just posting memes all day. It’s actually strategy-heavy. There’s data analysis, creative direction, stakeholder management… and the pace is relentless. You need to think fast without being reckless.

Q: What content formats are working best right now?

Anastassia: Short-form video is king — Reels on Instagram and TikTok are huge for us. But we mix in carousels, behind-the-scenes content, and lo-fi, creator-led stuff that feels native. The more it looks like something your mate would post, the better it performs.

Q: How do you stay on top of trends without diluting the brand?

Anastassia: We don’t chase every trend. We filter everything through our brand lens — is it relevant to our audience, does it fit our tone, does it feel authentic? If it’s a stretch, we skip it. That keeps us from looking try-hard.

Connecting Culture to Commerce

Q: How does social tie into JD’s wider business goals?

Anastassia: Social builds brand love. It drives awareness, community, and hype — which then fuels sales. But we’re not trying to hard-sell. Our goal is to create cultural capital. If we stay cool and connected, the commercial results follow.

Q: What’s one tool or workflow you couldn’t live without?

Anastassia: A shared content calendar and comms channel with all our stakeholders. It keeps launches aligned and stops last-minute chaos. When you’ve got multiple regions, product lines, and campaigns running at once, communication is everything.

Anastassia’s Top Tips for Social Media Managers

1. Build campaigns social-first, not as an afterthought
   
2. Protect brand authenticity by filtering trends through your brand voice
   
3. Prioritize engagement and sentiment over vanity metrics
   
4. Embrace lo-fi content — polished isn’t always better
5. Communicate constantly across teams to stay aligned

Takeaway: Why JD’s Social Strategy Works

JD Sports shows how to win on social without losing your brand soul. Their approach proves that relevance comes from cultural connection, not just constant posting. Anastassia and her team walk the line between speed and strategy, using social as a cultural engine rather than a sales megaphone.

For brands looking to grow their social presence, JD offers a clear playbook: stay audience-obsessed, keep your brand filter tight, and let culture drive creativity. When you lead with authenticity, engagement and sales naturally follow.