Since its origins in early 1980s Bury, Greater Manchester, to its current position as global retail powerhouse, JD has long been a hub for sneaker obsessives. A go-to spot for exclusives and new releases, the self-proclaimed ‘King of Trainers’ has managed to maintain its place at the centre of the footwear conversation by remaining culturally on-point and authentically fusing together the worlds of style, sports, music and more.
JD’s latest campaign—to launch their exclusive New Balance 1000 collection—is a case in point, headlined by Jersey-drill star Pozer, alongside London’s Collective Bikes and more, for a high-energy showcase on a pop-up shipping container on London’s South Bank.
First released in 1999 as a performance runner, the futuristic stylings and standout features of the NB1000—oversized overlays, neon eyelets and a sculpted midsole— made it an instant classic. Re-released in 2024, the Y2K stylings of the NB1000 were a hit once more. Now the JD collection delivers the next chapter in the 1000 story. Paying tribute to the OG style, the 2025 edition plays up the chunkiness and futuristic details with extra emphasis on the embroidered ‘N’ branding and sculpted ABZORB midsoles, while inverted mesh and leather overlays deliver a more contemporary techwear-inspired look, with the collection consisting of four new colourways including the ‘cyber-jade’ edition exclusive to JD.
Pozer won Best Drill Act at the 2025 MOBO Awards and just wrapped up a sold-out, five-date UK tour, so to catch him striding back and forth on a shipping container on the South Bank was a rare treat for the fans who flocked to see him. With the sun-bleached city skyline behind him and the iconic power station-turned-art museum in front of him, Pozer was every bit the showman. Having been warmed up by Scary Things selector DJ Bempah and the Collective Bikes crew on the ground, fans were treated to gems from Pozer like “Malicious Intentions” and a few cuts from his boxfresh EP, Against All Odds. After that, it was time for the cypher. Joining Pozer on the roof of the JD-branded shipping container, keen-eyed fans will have recognised the Dutch rapper Lusho, reuniting after they last met on their “Cross Waters” collab from last year. Also on the bill for the cypher were JS and RYZ, who both made standout appearances when Pozer and co took over Balamii London for the REUP LONDON cypher with YD, Kairo Keyz and 163Margs last year.
Everyone wants a piece of Pozer right now, and rightly so: he has sent a lightning bolt of creative energy to shake up a drill scene that’s been in need of some fresh blood. His sound bolts together jumpy Jersey Club rhythms with drill’s dark, bassy sounds, but it’s his piercingly clear delivery that stands out. Since emerging at the top of 2023 with “Kitchen Stove”, Pozer’s run of flawless singles—the result of a long-standing relationship with his producer, RA Tha Gawd—have sent his stock stratospheric. That was never more obvious than the moments after his performance.
Ushered this way and that way, cameras flashing in his face, there’s no underplaying the spotlight that is currently on Pozer. In between all of that, Complex UK managed to grab the Croydon native for a quickfire round of questions about his partnership with JD, the NB1000, and his vertical ascent to the top.
Video via Moses Kersh Creation
COMPLEX: We’re here today for the launch of the campaign for the new JD Collection of the NB1000. You’re headlining the campaign—can you tell us how this collab came about? We’re sure you’ve been asked by a load of brands to team up, but why JD and New Balance?
Pozer: I can’t lie: I like New Balance, still. They were one of the brands that I made sure knew I fucked with them. After that, it was just a match made in heaven.
The NB1000 was originally released in the early 2000s, but it has a really futuristic shape and feel, while this JD collection also has a real technical, street-ready edge. What are your thoughts on the shoe?
They’re comfy, slick—it’s a different type of concept. You ain’t seen this type of shoe before. They’ve got mad colourways as well. You can do everyday-wear in them; you can go here, there, gym. It’s mad!
The campaign also features Lusho, who you’ve worked with before. What does it mean to you to link up with him on this?
It’s lit, man. It’s everyone being able to get their little bit in with what man’s doing. I’m here for it.
This launch event is taking place in and around a container JD and New Balance have dropped in front of the Tate Modern in London—what do you think of that?!
It’s a moment. Like man’s doing things out here! [Laughs] I’m expressing my art in front of places where, normally, man would have just been walking through. You know what I mean? So yeah, it’s different. I like it.
A quick glance at your IG page shows you’re clearly into fashion. How would you describe your personal style?
Impulsive! I like it, I buy it [laughs]. Literally… It’s as simple as that!
Two things really stand out about your tracks, and I think that’s why they’ve resonated so quickly: one is how crisp and clear you are on the mic, but the other is your relationship with RA Tha Gawd. How did you guys meet and start working together?
That’s my guy! He’s my producer, always. I’ve known him since “Kitchen Stove” times, so about a year and a bit. I met him through my manager and we just clicked. It’s like, musically, the things I’m trying to put in the music, he was able to understand the vision instantly and turn those ideas into actual magic. So it was lit right from day dot.
What’s it like when you’re in the studio together?
It’s lit: man links him, cook up the beats, and we’re done. Bish-bash-bosh! We understand each other with what music we’re trying to make.
The beats you’ve used have sampled everything from Luther Vandross to Radiohead. Do you have a rule of thumb when it comes to picking samples?
Most definitely; I actually picked those samples you just mentioned. How it goes is I’ll sit there and make my producer run through some sample choices. The ones we like, we put to one side; the ones we don’t, we skip, and then we go back to them and pick which one is the best one and we go from there.
“Kitchen Stove” was your first ‘official’ single, but did you record any other tracks before that?
Before “Kitchen Stove”, there weren’t any other tracks. I was just writing lyrics on my phone and just working on getting my ideas down. That was it.
Sound-wise, we can hear the choppy drill sound—it’s one of the key elements. Will that always be at the heart of the Pozer sound?
No, because I don’t confine myself to it because I like to feel that I can do whatever. That sound is always at my sleeve, and I’m the pioneer of it, but I’ll be doing whatever makes sense to me.
We’ve just had an EP, so I don’t want to get too ahead of ourselves, but are there plans for a bigger project soon?
Most definitely, man. A mixtape and a few other things are definitely in the works. That’s all I can say for now, but there’s always more great music and I’m just going to keep killing it and killing it.
Have you got plans to get involved in designing your own shoes? Is that something you’re interested in?
Hopefully. If I can build up a good enough working relationship with New Balance, you’ll see the Pozer X New Balance collab creps one day. That would be a mad ting!
With all the success you’ve enjoyed over the past couple of years, have you felt the pressure of the spotlight?
When you think of England now, you have to mention me. At this point, you have to [laughs]. But nah, I’ll be honest with you: the pressure’s there, but because I’m on the gas so much, I don’t really notice it. Man has to just keep working, working, working. So yeah, the pressure has been there, but like they say: pressure makes diamonds!
It feels like every move you’ve made—the number of tracks you’ve put out, the release strategies—has been very deliberate. What are your priorities in your career and what are your goals for the next five years?
Great music. Music that people can feel. Music that’s got a purpose to it. There’s a point to everything I do… Music that people can enjoy, but it has to be real and have purpose. That’s important to me. But keep fucking with your boy, man. We’ve got nothing but great music for you, nothing but vibes. Shout-out Complex UK! We’re live!
The JD New Balance 1000 collection is available now in store and online.
