JD Sports has unveiled a standout creative takeover for its Forever Forward campaign, becoming the first brand to activate on The Manchester Screen’s newly launched supersized out-of-home (OOH) advertising site — the largest of its kind in the UK.
Set against the raw industrial backdrop of Victoria Warehouse, the installation is a bold fusion of scale, culture and brand storytelling. The striking digital screen and full vinyl wrap dominate one of Manchester’s busiest gateways, featuring a giant replica of JD’s iconic yellow bag suspended from the roof to create a striking visual above the venue.
The takeover forms part of JD’s annual retail conference, hosted this year at Victoria Warehouse, creating a fully immersive brand world inside and out. The towering digital screen and static banner transform the building into a living landmark, blurring the lines between advertising, cultural moment and architectural statement. It’s a creative expression rooted firmly in JD’s Manchester roots and its reputation for headline-grabbing, youth-driven campaigns. The installation serves as both a statement of intent and a celebration of the city’s creative energy.
Katie Smith, Owner of The Manchester Screen, said: “It’s amazing to see the first screen and billboard promotion come to life with JD’s takeover. Not only does it create huge impact for the 250 conference attendees, it also grabs the attention of everyone passing through this key gateway between Manchester City Centre and Media City, Salford.
“It’s been a fantastic team effort to bring all the event elements together — including the careful suspension of the iconic JD yellow bag from the roof! The high-impact visuals continue inside Victoria Warehouse throughout the two-day conference.”
Jodie Howe, Director at Edison Media, added: “This activation shows how powerful large-format OOH can be when creative and context come together. It’s a perfect reflection of JD’s connection to Manchester — confident, visible and impossible to miss.”
Spanning 1,140m² and delivering 21M+ annual impressions, the new Manchester Screen represents a fresh canvas for brands looking to push boundaries in large-scale storytelling. With JD’s high-impact launch, it signals a new era for creative OOH in the North West — one that’s bigger, braver and built for culture.
Bookings for The Manchester Screen are available via www.themanchesterscreen.com