JD Gives Fans the Chance to Star in Their Own Walkout

The walkout—UFC's most theatrical moment—has been reserved for fighters. Now JD is giving the fans the chance to experience their own walkout moment for the first time ever.

To celebrate UFC Fight Night on Saturday 22nd, March at the O2 Arena, JD is launching the “Greatest Walkout” experience at Westfield Stratford in London, located in the shadow of the venue.

The JD experience was based on a strategy by ICONIC, original concepts by ICONIC and Till Dawn, and designed, built and delivered by Amplify. It runs from 21st-23rd March.

For the first time ever, fans can step into the shoes of a fighter and experience the anticipation before a fight in a specially-built, fully immersive walkout tunnel at Westfield.

After selecting their challenger anthem of choice, guests enter the tunnel which is lined with LED light bars that pulse and shift around them as the music surges - making sure each step they take is a statement.

As they stride toward the end of the tunnel, they’re bathed in swivelling spotlights, and haze fills the air. The steady cam stops just before the door opens and captures the guest’s final pose.

The crowd roars as the doors part, bringing the drama of a UFC walkout to life.

The immersive tunnel is designed as a content engine capturing every moment of the walkout with highly shareable content, elevating the fan experience further.

Guests can scan a QR code to access and download their personalised content, giving them a shareable memory of their walkout experience.

This activation transforms fans from passive spectators to active participants in one of sport's most dramatic rituals.

Neil Corrie, brand director JD EMEA said, “The walkout is where fighters become superstars. Through this partnership, we're extending that transformative moment to our fans, turning the iconic UFC walkout into a participatory cultural moment."

James Kirkham, founder of ICONIC, said, “Youth culture needs authentic moments of self-expression. The idea is to break the fourth wall and give fans the opportunity to be the main character in their own story. We’ve worked with Amplify to pull that off in a moment like no other, giving fans their ultimate walkout moment.”

Beth Anderton-Allen, creative director, Amplify said, "From the music selection to the fighter’s interaction with the crowd, we broke down every element that makes a walkout so memorable. This experience has been crafted to allow fans to step into a fighter’s shoes and feel that anticipation and adrenaline before a fight, like never before.”