JD Sports and Nike’s campaign with Angry Ginge, Jakey and Heinz is a neon ode to British culture

JD’s first big play of 2026 is a stellar example of when nostalgia is adapted for the modern day. The Nike Air Max 95 has shaped school corridors, bus stops and youth clubs since, well, 1995, and now it’s back in the form of the Nike Air Max 95 OG Neon.

To launch this drop, JD has teamed up with a cast that mirrors exactly what the 95 has always embodied: an eclectic, unmistakably British aesthetic.

The OG Neon was teased a few days ago with a clip of Air Max boxes in a stockroom. Liverpool-born Grime artist Kasst 8 was revealed as the sender, appearing on JD x Nike AM95 OG Neon branded InPost lockers and dropping “SHIPPED OUT” messages like he’s running a nationwide treasure hunt.

Next, The Bov Boys are interrupted mid pool game to receive their delivery from Kasst 8, before the video cuts to the unexpected hero of the campaign: Louis Theroux, who steps out of a podcast set-up to retrieve his pair.

He does so with the same curiosity he brings to a documentary subject, but he gives his sage nod of approval. Spotting Angry Ginge and Louis Theroux in the same video might seem random (although, the documentary maker and national treasure has been filmed with stranger people).

But that’s exactly the point. JD is tapping into the different pockets of British culture the 95 has lived through over the past three decades: the music kids, the internet kids, the documentary kids. The lads, the creatives, the unexpected icons.

Designed by Sergio Lozano in ’95, this style of Air Max remains one of the most recognisable silhouettes ever created. This time round, though, the neon-green-flecked colourway is inevitably the star of the show. Flanking the trainer drop, the OG Neon lands alongside the Air Max 90 and two JD-exclusive woven tracksuits in black and grey. Clean, simple and the perfect pairing to allow the Neons to shine.

And to root the release in real life, JD has teamed up with InPost to channel their inner Kasst 8 by planting Nike x JD lockers across Liverpool One and Manchester Trafford later this week.

So, when The Air Max 95 OG Neon drops on 5 March (online and in stores), it’s not going to be any old release. It’s a proper representation of how colourful British culture can be — in the apt form of a neon trainer.