JD Sports, a leader in sports fashion, opened its first flagship store in Canada last month in Vancouver, and they did it in style. While the Robson Street location soft-launched in early June, the grand opening–complete with DJs, store giveaways and a party atmosphere – took place June 21, as well as a Run Robson 5K event presented by New Balance on June 28. Festivities—events, activations, and experiences—will continue all summer in the Vancouver area.
Marketing director for JD Canada Group Craig Rosvold is having a blast introducing JD Sports to Vancouver’s active community. “Running is my way of building consistency and sticking to a habit,” he says. I run every day, and have been doing it for years. Honestly, it feels weird not to run–it’s just part of my day now.” Sharing that love with others? It just makes his job more fun.
Why Vancouver?
JD Sports’ Canadian operations are headquartered in Vancouver, but that’s not the only reason the company elected to make their first flagship street location on the west coast. “Vancouver is such a globally connected city, it is a great fit for us to bring the global JD brand to life here,” says Rosvold. “Vancouver’s energy and diversity mirror JD Sports and launching here allows us to bring our global identity to life in a city that embraces both style and innovation. Whether it is through our Global Access assortment or our premium and elevated retail experience, Vancouver is the ideal city to establish JD Sports as the destination of choice.”
While many run shops are trying to crack the online retail code, it’s becoming clear that in the running community, there’s so much value in having a physical location, a spot where runners can not only try shoes on and test them out, but also connect with like-minded people, compare notes, trade tips and find new people to run with.
“Physical retail will always remain critically important to us,” Rosvold adds. “This location allows us to meet consumers where they are, with energy, accessibility and authenticity. Our Robson Street store in Vancouver is a prime example. With its high foot traffic and global recognition as a premier shopping destination, it is a great example of how we can bring our brand energy directly to the community in a more immersive and engaging way. This space was designed as a place where consumers can explore new product, discover exclusive drops, and shop our global collection.”
Robson Street is home to many major retailers—JD Sports took over a former Club Monaco location, and is positioned right near Arc’teryx, Sephora, Muji and Aritzia.
As a Vancouver native, Rosvold was already intimately familiar with the area. “As a kid, coming to Robson to experience the large global brands and soak in the excitement was always memorable,” he says. “To have JD Sports on Robson is instrumental in establishing JD as a generational institution. For those experiencing JD Sports for the first time, we intend to have them returning for generations.”
Predicting the future of running
JD Sports isn’t just a generic “sports stuff” retailer. They’re known worldwide as the place to go to source the latest trends in sports fashion, the best colourways and unique gear that you can’t get anywhere else.
“JD Sports brings a distinct point of view to the Canadian market by sitting at the intersection of sport, fashion and youth culture,” Rosvold explains. “This makes JD Sports a great entry point for consumers to get started on their own running journey. By offering innovative products from brands like New Balance, we can present and introduce performance products in a way that emphasizes style and leverages our connection to sneaker culture. As we look to the future, we plan to develop an ongoing run club that will really tie together product, culture and community. We aim to make Robson a launching point for this project.”
So, what’s trending this season and into fall? We asked Rahul Negi, JD Sports’ associate director for go-to-market. As it turns out, what’s old is new again.
“We’re seeing comfort take centre stage—bringing retro-inspired runners back into the spotlight,” Negi says. “New Balance continues to lead, with its heritage craftsmanship and strong presence in the retro tech running category—especially styles inspired by Y2K, which remain highly relevant in today’s trend cycle. We’re particularly excited about the recently launched 1000 model, and we’ll be dropping exclusive JD-only colourways this fall that you won’t find anywhere else.”
Check out JD Sports at 1040 Robson Street in Vancouver, or online at JDsports.ca.
