Back to school is bigger than a new fit. It's about walking into the year feeling like you belong there, and knowing your community has your back.
That's the part we care about most. On Saturday, August 29th, JD Sports teamed up with Nike and Kickback, a youth centred non-profit organization, to throw a back to school block party in Scarborough's Malvern community, Empringham. 156 young people started the year with a fresh pair of Nike Vomero 5s, a new Nike Varsity Elite backpack and a whole neighbourhood cheering them on.
Why this one means so much to us
JD Sports has always been about more than what's on the shelves. Our stores sit in the middle of real neighbourhoods. The people who walk through our doors are the same people we see at the court, the bus stop and the corner store. Showing up for them outside the store matters just as much as what happens inside it.
Since JD Sports opened in Canada five years ago, we've been working with Kickback to deliver programs and events for youth.
For a lot of families in Malvern, JD Sports at Scarborough Town Centre is the closest place to pick up back to school gear. So this year, instead of waiting for the community to come to us, we brought everything to the block.
Built with the community, not just for it
We couldn't have done this without Kickback. They know Malvern, they know the families, and they made sure the day was shaped by the people it was for.
A day on the block
Two Nike x JD tents were at the centre of it all, with walls of Nike Elite backpacks in red. Around them, a DJ, face painting, colouring station and games turned the street into a full block party.
A custom JD x Nike van then rolled up, carrying the Vomero 5s and red backpacks straight to the people they were meant for.
70 young people registered ahead of time. The rest of the product went out through community moments across the afternoon, so any youth who showed up got a pair of Vomero 5s, a backpack, and a little extra confidence for day one of the new school year.
Watch the film
Kickback founder Jamal Burger, also known as a filmmaker, whose work has been recognized by the Toronto International Film Festival, was there to capture it: the faces, the energy and what the day meant to the neighbourhood.
The shoe of the day: Nike Vomero 5
We picked the Nike Vomero 5 because it's the shoe young people are actually asking for right now. With Y2K running still leading the way, its layered mesh, bold overlays and early 2000s shape have made it a go-to for all ages.
This is just the start
Days like this are why we do what we do. Thank you to Jamal and the Kickback team, Nike, and every family and young person in Malvern who came through. We'll see you on the block again.
Follow @jdsportsca and @kickbackfoundation to see more from the day.