What made Lewis Khan’s recent commission for JD Sports so standout wasn’t just the final images, it was the process behind them. The JD creative team wanted the project to be a truly collaborative journey, inviting Lewis in from the very beginning to shape casting, locations, and the overall look and feel together.

That openness to collaboration, developing the concept of podiums to physically elevate youth culture in urban landscapes, is what led to such exceptional work. The imagery feels authentic, aspirational, and completely fresh.