JD Sports Singapore 2025

Celebrating SG60, JD Sports teamed up with Jaeyyelle to create character illustrations on our sunny island, living in familiar subtlety.

This concept explores a retro Singaporean bus-stop, on our little island. Our Singaporean icons looking to the left eagerly, awaiting the bus that finally came after 26 minutes. We have someone with their Jisu Life fan and someone who just had their CDC Voucher baby.


Art Direction: JL     |    Illustrations: JL

August 2025