JD Sports partners with Wingstop for trainer giveaway

Fashion Network

13-05-2025

Sportswear giant JD has kicked off its new partnership with chicken restaurant chain Wingstop in a 'flavour-meets-footwear' collaboration across the UK.
In an interesting marketing activation, they're giving customers the chance to win prizes including JD trainers and Wingstop UK vouchers.
To win the prizes, 500 bespoke 3D-printed miniature 'Only at JD' trainers have been hidden inside meals at 48 Wingstop UK locations including London, Manchester, Birmingham, Newcastle, Edinburgh, Glasgow and Swansea.
Diners must purchase the JD Full Flavour Fix meal in store (Dine in or Takeaway only, excluding Deliveroo) and find a mini trainer to redeem a prize. Each miniature trainer includes a unique code.
Winners simply scan the QR code on the shoebox to claim a full-size pair of JD-exclusive trainers from Adidas, Asics, Nike, New Balance and a £50 Wingstop UK Flavour Voucher.
This collab 'unites two cultural powerhouses, bold flavours and bold style, offering fans a new way to celebrate their passion', they say.
The campaign was teased by BikeStormz London, the youth-led bike initiative encouraging people to drop knives and pick up a bike and start cycling.
Fashion and fast-food collabs are no longer strange bedfellows nothing new with Primark and fast-food chain Greggs in a wearable brand alliance while Aldi and Lidl have offered customers the chance to wear their popular meals and snacks. And a couple of years ago, KFC launched a 'highly exclusive' 'it-bag' (a Y2K Baguette-inspired bag called 'The Wrapuette') to celebrate the introduction of its new Twister Wrap deal.