H&M’s new brand H&M Move offers a more accessible vision of sport by reframing it as movement, celebrating the fact that everyone on the planet is already a Mover.

After collaborating with the director on music supervision, our team set about clearing Jaded’s “Move It” so the campaign could benefit from the track’s pulsating rhythm and irresistible groove.

This variation of the content features well-known Swedish football player Zlatan Ibrahimović and superstar Jane Fonda, both joining H&M Move in their mission to get the whole world and everybody moving through democratising sport.