SIZE?, a specialist streetwear retailer and part of the JD Sports Group, has long been a key player in the sneaker and streetwear market. With a rich heritage in curating collections embedded in culture - spanning art, music, fashion, and sport - SIZE? sought to reinforce its identity and strengthen its emotional connection with core audiences. The retailer needed an engaging and visually compelling campaign that would celebrate its brand heritage while resonating with today’s streetwear community.

The creative needed to be adaptable across multiple formats, including digital, social, and out-of-home (OOH) media, ensuring broad visibility and impact.

Northern Artillery was brought on board as the creative production partner. The ‘What’s Your SIZE?’ campaign was designed to explore the backstories of iconic footwear silhouettes, such as the adidas SL72, Asics Kayano-14, Salomon XT-6, and adidas Samba, all of which have evolved from performance sportswear into modern streetwear essentials.

Northern Artillery developed the creative treatment and managed the full production process, delivering a suite of motion and static assets tailored for various channels. The campaign shoot took place on location in Sheffield, featuring a diverse cast of protagonists rather than traditional models - each with their own authentic story, reinforcing the cultural relevance of the footwear.

Through a visually striking blend of historical references and contemporary streetwear aesthetics, the campaign creatively illustrated the collision of cultures that defines SIZE?’s unique brand positioning. The assets were carefully designed to maintain consistency across digital platforms, OOH placements, and other key touchpoints, ensuring maximum engagement and brand impact.

The ‘What’s Your SIZE?’ campaign successfully re-established SIZE?’s heritage as a curator of culturally significant streetwear. By leveraging an immersive creative approach, Northern Artillery helped bring the concept to life with high-quality production, driving strong audience engagement across digital, social, and OOH channels.
The campaign commanded attention in premium advertising environments, reinforcing SIZE?’s position as a leading streetwear retailer.