JD Sports drops exclusive new collection with Malaysian designer Kittie Yiyi

JD Sports SEA has collaborated with Malaysian fashion designer and content creator, Kittie Yiyi for its latest "Supply & Demand" collection titled ’24 Hours’. Yiyi’s designs have her signature bee emblem across all her collections which has now made its way to JD Sports’ collection.

For her latest collaboration with JD Sports, her unique take on the concept of time resonated strongly with the brand which further drives the initiative of appealing to a younger, trendier demographic in the SEA market. The collection includes a wide range of fashion apparel, ranging from jackets, hoodies, T-shirts and track pants, among other products.

With eight key pieces of athleisure apparel, the limited-edition Supply & Demand x Kittie Yiyi Collection has Kittie’s creative touch and vibrant style throughout. From crop tops, hoodies, and pants, it presents the ideal fits for those who are always on-the-go and always on that hustle culture.

Yiyi said that every collection represents a story of her creative journey. “I’ve chosen to design the most basic outfit with a bright and colourful scheme so that I’m able to wear it daily throughout the 24 hours of the day.”

JD Sports turned heads in Kuala Lumpur and Petaling Jaya recently when it drove a yellow JD Beetle as part of its annual Click Refresh campaign. Done together with Abern & Nyler, the campaign also saw Nike jump on board as a sponsor for the Malaysia activation. While JD Sports did not explain what Nike's sponsorship entailed, it said that the sports brand stands out among the younger crowd and hence, it is a suitable partner for the campaign.

JD Sports was the victim of a cyber-attack that resulted in customer data being compromised as reported by Forbes earlier this week, 

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