PROFILE
ABOUT JSD
ABOUT
JSD
Jakarta Sneaker Day (JSD)
is an Indonesia Sneaker & Pop Culture Event, Media and Platform In Jakarta.
JSD always believes that collaboration is not something that can be done without careful or careless
calculations, but collaboration must also produce something that is meaningful and has positive value for
all parties,because collaboration is a sacred thing.
We’ve successfully created 3 event in 3 years and many collaboration event.
The first JSD was held in The Hall Senayan City on 27 – 28 January 2017 and it was massively success
with sold out tickets of total 15.000 visitors for 2 days (Friday - Saturday). “Hai”, as one of national’s well-
known magazine for young generations on their 3 March 2017 edition, marked JSD as “The Mecca of
National Sneaker Event” with its article titled “Ketika Sneakerhead “Naik Haji””.
The second JSD was held in The Hall Senayan City on 1-3 March 2018, 20.775 visitors for 3 days
(Thursday, Friday & Saturday). Our Special Guest Star is The President of The Republic of Indonesia Mr
Joko Widodo and His Family.
The Third JSD was held in The Hall Senayan City on 7 – 9 February 2019, 24.443 visitors for 3 days
(Thursday, Friday & Saturday)
• “The main vision of JSD is to educate public to understand and to learn further about
sneaker & pop culture growth in International generally and national specifically”
ABOUT
JSD
Jakarta Sneaker Day (JSD) is created and organized by Infia Pariwara and Umbre
Infia Pariwara is a Joint Venture Company between Infia Group and Lumina Media (formerly Pariwara)
focus in Event Organizing and Activation Agency. Infia is a Digital Marketing & Media Company and
Lumina Media is an Advertising Agency with main focus in OOH Media. And also Umbre the sneaker care
products company which also had tap-in to the community.
One of the competitive advantage of JSD is that we have our own platform, media, advertising, and
marketing power to reach the right target.
ABOUT
JSD
Event
Objectives
❑ Gathering international and national sneaker & pop culture enthusiasts in Jakarta
❑ Exploring the potential of national sneaker & pop culture communities
❑ To educate and to emerge sneaker & pop culture among Indonesian society
generally and specifically in Jakarta
❑ To support Government program in Increasing the growth of small to medium-
sized businesses in the country
JSD
IN NUMBERS
2017 15.274
2018 20.775
2019 24.443
JSD 2017
OFFICIAL TEASER JSD 2017
GUEST STAR JSD 2017
EVENT CONTENT JSD 2017
EVENT CONTENT JSD 2017
Art Installation Nike Air Max Day 2017
In March 2017, Senayan City ask JSD to create an activation or exhibition concept related to sneakers. So we create Art
Installation / Exhibition with a Nike Air Max Day 2017 theme, and we collaborate with SEEK Indonesia for the social
media activation and the winner get Nike Air Max supported by SEEK Indonesia.
EVENT CONTENT JSD 2017
Soft Launching Halal Guys in Indonesia
Halal Guys, the legendary food stall from New York opened their first store in Indonesia - Senayan City. Halal
Guys had soft opening in Jakarta Sneaker Day 2017, and they’re giving away 300 platters per day for free.
JSD 2017 CROWD
JSD 2017 was a great start!
JSD 2017 TEAM
OFFICIAL PARTNER AND SPONSOR JSD 2017
JSD 2018
BACK TO THE ROOTS
OFFICIAL THEME SONG JSD 2018
YACKO “KICKS
LOVE”
01.
EVENT CONTENT
EVENT CONTENT
SNEAKER 101
Sneaker 101 is an education content where we invite some
of national and international interviewees which credible in
sneaker world to be the speaker on stage, so that the
audience can have active communication with them directly.
Content to be discussed are related to sneaker world, in its DJ RIRI YACKO
relation to certain aspects such as economy, business, Adityalogy
social, art and else. BRAND AMBASSADOR JSD 2018
We choose Brand Ambassadors that represents
various scenes and cultures but still in the same
root as sneakers. This we do to grab wider target
market and more easier to stimulate those target
market.
EVENT CONTENT
SHOWCASE
In showcase we displayed some selected collection
of sneakers which have high level of rareness and
historical aspect, so that the audience can see
firsthand the development of sneaker from time to
time.
In JSD 2018, we created interactive moving
showcase to show the details or history of the
Sneakers.
LEGIT CHECK
Legit check is a media that we prepare to ensure the originality
and the authenticity of all sneaker products sold within JSD area.
This section are supported by the biggest sneaker community in
Indonesia which credible and competent in assessing a sneaker
product. We also collaborated with IST (Indonesia Sneaker
Team), The Oldest and the biggest sneaker community in
Indonesia to handle Legit Checker.
EVENT CONTENT
SNEAKER VLOGGER COMPETITION
Sneaker Vlogger is an easy-to-consume content for
digital society, therefore we hold this Sneaker Vlogger
Competition with Senayan City as a digital activation to
uplift the sneaker culture through video media.
SNEAKER CUSTOM
COMPETITION
This custom competition is held annually
with the main mission is to introduce the
sneaker custom culture and to search for
seeds of talented customizers all across
the country. This year (2018), our Custom
Competition winner also the Finalist of
Vans Asia Custom Culture Competition
2018 (@fura26_)
EVENT CONTENT
SNEAKER AUCTION
Sneaker auction on d-day will be implemented openly on
stage. In 2017 revenue from the auction will be used as a
social aid for “Komunitas 1000 guru”, in 2018 we create
auction for BCA Sakuku on ground activation.
TRADING PIT
This is an area where the audience can directly sell their
sneakers among themselves or doing trading. Original
product is a must.
EVENT CONTENT
STEAL DEAL SALE
Steal Deal area will provide sneaker product with
discounts. This area are intended to attract new
comer or sneakerhead as a part of our “back to the
root” theme. In JSD 2018, we collab with Our Daily
Dose for the Steal Deal Sale and just selling
sneakers with fixed price of Rp 500.000, Rp.
750.000 and Rp 1.000.000
GARAGE SALE
Garage sale is a booth provided by the committee to
facilitate the audience to sell their sneaker without having to
go down to trade area. Audience will be notified immediately
as soon as it sold
EVENT CONTENT
LUCKY DRAW / GIVEAWAY
Lucky Draw is our annual content in
Jakarta Sneaker Day, every audience that
came to the event will get a chance to win
Sneakers for Free. In JSD 2018, we gave
away more than 200 products and our
Ultimate Grail Giveaway was Nike “The
Ten” complete series. 1 Winner get 3 Pairs
of Nike The Ten - Off White.
EVENT CONTENT
EXHIBITION
The exhibition consist of 40 tenants from
Retailer and Reseller that have been curated
and guaranteed the quality and authenticity
of their products, so that the audience does
not have to worry about the product they
purchased.
EVENT CONTENT
RED CARPET
Red Carpet is a special treatment which we presented
to honor our VIP or VVIP guest and the moments will be
captured for documentation needs.
MUSIC PERFORMANCE
Featuring national musicians to entertain the audience in
the venue with music genre that associated with sneaker
culture.
EVENT CONTENT
SPECIAL GUEST
President of Republic Indonesia, Mr. Joko
Widodo and His Family came to our event and
copped Saint Barkley Sneakers (Local Brand),
Vans x Metallica and Yeezy V2 Beluga 2.0, also
Custom a Denim Jacket with Nevertoolavish
(local artist customizer). Maybe that was the
first time that The President of a country come
to Sneakers Event in South East Asia or Asia.
PRE EVENT & COLLABORATION
JSD x Twilo Skate Corner
ROAD TO JSD 2018 - SURABAYA
PRE EVENT & COLLABORATION
JSD X SOLEVACATION JOGJA
02.
BRAND ACTIVATION
BRAND ACTIVATION / Exclusive Release
VANS X METALLICA
RAFFLE (ONLY 48 PAIRS)
DOPE
&
DAPPER
EXCLUSIVE RELEASE - VANS X SPONGEBOB
First Come First Serve
BRAND ACTIVATION / Exclusive Release
PUMA X HELLO KITTY First Come First Serve BY DOPE
& DAPPER
G-Shock
● G-Shock 35th
Anniversary - Red
Out Series
● G-Shock SBTG
(Sabotage)
BRAND ACTIVATION
PUMA Suede 50th Years Anniversary Campaign
Puma Suede Line Art Contest - By PUMA
PUMA Suede 50th Years Anniversary Campaign
PUMA Suede 50th Years Showcase & Booth
Puma Suede 50th Years Anniversary BBOY Exclusive Release by Our Daily Dose
BRAND ACTIVATION / Exclusive Release
Herschel SPRING 2018 Exclusive Release
● Up There x Saucony GRID 8000 R “SASHIKO”
● Solebox x Saucony Shadow 5000 EVR “Pink
Devil”
First Come First Serve (Limited Pairs)
By Saucony Indonesia
BRAND ACTIVATION
EXCLUSIVE RELEASE - AIR MAX 270
First Come First Serve - 120 pairs AM 270
sold
(Every Purchase of Air Max 270 get raffle
ticket for Air Max Day 2018 Campaign:
AIR MAX 90/1 SEAN WOTHERSPOON &
ATMOS X AIR MAX 1 ANIMAL PACK 2.0)
BY OUR DAILY DOSE
BRAND ACTIVATION
GRAB x JSD
Grab is one of the Biggest Ride Hailing
Company in Indonesia & South East Asia. We
collaborate with Grab and create Grab Rewards
Campaign.
Redeem Grab Rewards and get a chance to win
Yeezy 350 V2 Blue Tint, Air Jordan 1 Gold Toe,
Yeezy 350 V2 Cream White, Free Entry Ticket
and many more.
BRAND ACTIVATION
JSD x BCA
BCA (Bank Central Asia) is our Main Sponsor in Jakarta
Sneaker Day 2018 and 2019, we have many
collaboration campaign with BCA:
1. Special Ticket Price for Sakuku User
2. Auction Sneaker Grail limited to 30 people and
Sakuku User
3. Free Rp 500.000,- Voucher for every purchase in JSD
for First 250 people per Day (in Total 750 Voucher)
4. 0% Installment up to 6 months with BCA Credit Card
5. Ultimate Grail Prize Day 3 only for BCA Consumer
(Sakuku, Credit Card, Debit Card, Flazz Card Holder)
6. Official Jakarta Sneaker Day Flazz Card Edition
PARTNER & SPONSOR
JSD 2019
THE RISE OF SNEAKER CULTURE
With the rise of street culture in Indonesia that
brought hype culture as their theme inspires us to
bring the culture to sneaker’s scene, therefore “The
Rise of Indonesian Street Culture” is the theme that
we’re going to raise to stimulate the sneaker heads
all across the country to know the culture and in
other hand to educate the public to understand the
root culture which made the sneaker culture and its
development growth.
IP
COLLABORATION
We choose Brand
Ambassadors that
represents various
scenes and cultures
but still in the same
root as sneakers. This
we do to grab wider
target market and more
easier to stimulate
those target market.
JSD 2019 OFFICIAL THEME SONG
Sneaker 101 is an education content
where we invite some of national and
international interviewees which
credible in sneaker world to be the
speaker on stage, so that the
audience can have active
communication with them directly.
Content to be discussed are related to
sneaker world, in its relation to certain
aspects such as economy, business,
social, art and else.
In Sneaker Museum we displayed
some selected collection of
sneakers which have high level of
rareness and historical aspects, so
that the audience can see firsthand
the development of sneaker from
time to time.
is a C.S.R movement that held by JSD
to spread love and built public
awareness to share, care, and
educate people to get to know the
sneaker culture through a positive
perspective.
The bazaar consist of 60 tenants Legit check is a media that
that have been curated and we prepare to ensure the
guaranteed the quality of their originality and quality of all
products, sneaker products sold within
so that the audience does JSD area. This section will
not have to worry about be supported by the biggest
the product they purchased. sneaker community in
Indonesia
which credible and competent
in assessing a sneaker product.
We will build some art
Is an area of modern photo installation that related with
booth that can be enjoyed by sneaker world to beautify
the audience to capture their and accentuate the sneaker
outfit of the day during the culture ambience at the
event. event area.
This custom competition is held
annually with the main mission is
For Sneakerheads or fans of a
to introduce the sneaker custom
certain brand, release date of a
culture and to search for seeds sneaker is one thing that they’ve
of talented customizers been waiting for. It is important
all across the country. for them to be the first to cop
before it hits the market.
At JSD we facilitate brands
to have their exclusive release and
this becomes one of
the most important content of the
event.
Sneaker auction on d-day will This is an area where the
be implemented openly on audience can directly sell their
stage and the revenue from sneakers among themselves or
the auction will be used as a doing trading. Original product
social aid for “komunitas 1000 is a must.
guru”
Steal deal area will provide
Garage sale is a booth sneaker product with
provided by the committee to discount up to 50%, this
facilitate the audience to sell area are intended to attract
their sneaker without new comer or sneakerhead
having to go down to trade area. as a part of our “rise of the sneaker
Audience will be notified culture” theme.
immediately as soon as it sold.
Featuring national musicians to
entertain the audience in the
Red Carpet is a special venue with music genre that
treatment which we presented associated with sneaker culture.
to honor our VIP or VVIP guest
and the moments will be
captured for documentation
needs.
Jakarta Sneaker Day is an
event that facilitates sneaker
communities to gather in one
Lucky Draw is our annual place, where they can interact
content in Jakarta Sneaker Day, and communicate
every audience that came to with each other to
the event will get a chance to discuss the sneaker
win Sneakers for Free. culture growth
MORE ON JSD 2019
JSD XX
Xplore & Xperience
CAMPAIGN Xplore & Xperience
With the rise of street culture in Indonesia that brought
hype local culture as their theme inspires us to bring
the local culture to sneaker’s scene, therefore “Xplore
and Xperience” is the theme that we’re going to raise
to stimulate the sneaker heads all across the country to
know the local culture and in other hand to educate
the public to understand the root culture which made
the local sneaker culture and its development growth.
LOCATION
Senayan City is a famous public space located in
South Jakarta’s strategic area. Strategic location
made The Hall Senayan City easy to access from
satelite city around Jakarta. In other way, The Hall
Senayan City has great potential to invite
participants all over Jakarta and the cities around
Jakarta. Event venue at Main Atrium, TPH & The
Space Senayan City.
March, 26 – 29th 2020
For the first time, JSD will be held in 3 venue & will be held until
IP COLLABORATION
STEREOFLOW have been exploring music and visual art
through his work for the past few years. Using Funk and hip-hop
music as his muse, he unconciously replicate the spirit of the
music on his recent work. Through flowing shapes, contrasting
pattern and colors Stereflow work share the same significance
notion with the music, Beat. As musician have the capability to
see sound and compose it into an arrangement in form of
harmony of tone and beat. Stereoflow is able to hear the sound
of every shape and colors, and compose it visually to create its
own harmony. Beatscape is a journey of a Bandung based
street artist into his personal dreams, music and vision.
INTERNATIONAL
GUEST STAR
BOBBY
HUNDREDS
The Hundreds is a streetwear brand founded
in Los Angeles in 2003 by Bobby Kim and Ben
Shenassafar inspired by California
culture including punk, hip-
hop, skateboarding and surfing.[1] Now sold
worldwide and its own stores in the United
States, The Hundreds has expanded into a
print magazine, footwear and eyewear
BRAND
AMBASSADOR
@tuantigabelas @indra_domdom @misternobody.zip
OFFICIAL THEME SONG
JSD XX
Very Important
Sneakerhead Promotion
POSTPONED
Due to the covid-19 pandemic that occurred, JSD sadly
announced that the holding of JSD XX was postponed. And
officially the next JSD event will be held in 2021
MORE ON JSD XX
JSD Future Format is an Online Event for highly anticipated JSD Offline to Online Event with Fresh Format,
This year’s
offline event is postponed due to force majeure, so we’d like to move the awaited JSD event from offline to online,
exclusive at Tokopedia.
Best Deals Jakarta? We deliver to all across Indonesia
EVENT CONTENT :
Exclusive Release by Local Brand, Exclusive Collaboration, Steal Deal, Great Sale,
WE ARE ALSO RELEASE “deadstock By JSD”
JSD x Tokopedia Online Campaign
Roadmap
JSD FF JSD FF HARI BELANJA
SNEAKERS
V1 V2 NASIONAL
By : JSD FF
Jakarta Sneaker Day’s new or “JSD Future Format” -
concept: JSD FF (Future where sneakerheads Shop your favorite sneakers.
Format). This year’s offline (especially outside Jakarta) Fresh finds. Unbeatable prices.
event is postponed due to can still experience JSD Authenticity guaranteed.
force majeure, so we’d like through online platform. Thousands of choices. Providing
to move the awaited JSD We’re facilitating tenants for the dream sneakers for
event from offline to exclusive product launch or sneakerheads all over the
online, exclusive only at special deals + giving extra country!
Tokopedia. exposure for tenants.
Hari Belanja
JSD FF V1 JSD FF V2
Sneakers Nasional
28 - 29 March 2020 27-30 July 2020
9-11 Nov 2020
JSD Online results in 1500% TIV uplift
JSD Uplift
Average Pageview 3,800%
Average Session 2,200%
Average Visitor 900%
Total TIV Campaign Uplift 1,500%
Total Orders Campaign Uplift 180%
● The first offline event held online at Tokopedia.
● TIV Uplift 1,500%
● Total Orders Uplift 180%
● Campaign was effective to Sepatu & Atasan pria Category
JSD FUTURE FORMAT V1
28-29 MARCH 2020
“TEROBOSAN “TERJUAL SETIAP
BARU” 5 DETIK”
(EXCLUSIVE RELEASE)
Headline : Significant Increase .
5
4x 4x First Offline Event held at Tokopedia at
28-29 March 2020
x
Revenue
Increase
Orders
Increase
Order Value
Increase
Campaign was effective to boost Fashion Pria
performance, significant increase in Sepatu
(Sneakers) & Atasan Pria (Apparel)
ENTERTAINMENT
ENTERTAINMENT
LIVE STREAM
TOKOPEDIA
PLAY
EVERYDAY
JSD | Buzz
MUSIC
PERFORMANCE
EXCLUSIVE
DROP
EVERYDAY
SPECIAL GIVEAWAY
JSD | QUIZZ
JSD | LIVE SHOPPING
JSD | RAFFLE
JSD BUZZ & MUSIC PERFORMANCE
JSD | Buzz HOST
ADITYALOGY AND MANY MORE…..
TOKOPEDIAPLAY PERFORMANCE REPORT
DAY 1 DAY 2 DAY 3 DAY 4
50,416 views 60,025 views 70,895 views 22,866 views
Headline : Twice as BIG
JSD FUTURE FORMAT V2
27-30 JULY 2020
2OOK Views on
2XRevenue
Tokopedia Play Increase vs
Livestream JSD 1
“Meningkat lebih “Adaptasi baik “Audiens lebih
dari 2 KALI Di tengah LUAS ditonton lebih
Dari event pertama” Pandemi” dari 200.000 kali”
IS COMING SOON
PROUDLY ANNOUNCE
This style guide is provided to licensees that have officially This style guide provides rules and guidelines for using Deadstock logo After the contract period is over, please return this style guide including
signed merchandising contracts. and illustration. all files you received from us should be deleted immediately.
WHAT IS
DEADSTOCK ?
“Deadstock” was one of character under
JSD Brand, the name was stimulated by
the definition of Deadstock in sneakers
terms / dictionary - a pair of sneakers
that is unworn since leaving the factory
and it is no longer in the production
neither sold in stores, long time after he
bored and finally his boredom made him
ventured to get out of his storage with
deadstock forms
and Deadstock was one of JSD tools to
educate more about the culture.
DISSECTION OF
DEADSTOCK
● Laces “X” Eye is represented one of the important things in
sneakers - laces, completed with “X” as tight-knit to
ensure the engage of our passion for sneakers.
● “Shoebox” Body form: The body is made and influenced
by shoebox, to cover the essence of sneaker and also the
cleaness of the sneakers.
● The body of Deadstock can be easily opened & closed like
a shoebox and easily customized by everyone., so,
everyone can reconstruct or deconstruct the whole body
of Deadstock.
● “Deadstock” name was stimulated by the definition of
Deadstock in sneakers terms/dictionary - a pair of
sneakers that is unworn since leaving the factory and it is
no longer in the production neither sold in stores.
● The leg of Deadstock portraying the character as human.
which as in philosophy could driving the art and sneakers
culture constantly.
IN COLLABORATION WITH MOT X 30 ARTIST
DEADSTOCK
INSTALLATION
MERCHANDISE
MERCHANDISE
IP COLLABORATION
LICENSING PROGRAM
WITH BRAND
USE DEADSTOCK
CHARACTER
OR, MAKE IP
COLLABORATION
JSD SOCIAL
RESPINSIBILITY
April
13th-18th
AUCTION
2020
FOR
DONATION
2020 COVID-19 PANDEMIC
IN COLLABORATION WITH #INDONESIAKUAT
IN COLLABORATION WITH #INDONESIAKUAT
THANK YOU
