In the heart of Rabat, Morocco,

a new chapter of sports storytelling began this summer. JED Lab is proud to officially introduce our latest athlete brand video featuring Jaad Belgaïd, a rising star in the world of judo and the centerpiece of our new sports marketing division.

Directed by Jack Lafortune, the production spanned the historic streets of Rabat and the modern energy of Casablanca, capturing the duality of an athlete who honors his roots while chasing global dominance.

A Legacy on the Mat

For Jaad, judo is more than a sport; it is a family language. He is the son of the legendary Adil Belgaïd, a three-time Olympian (1996, 2000, 2004) and a multi-time African Champion who remains one of the most respected figures in Moroccan sports history.

Growing up in the shadow of such a towering legacy might intimidate some, but for Jaad, it served as a blueprint.

"I was born the same year my father competed in his first Olympic Games in Atlanta," Jaad shares. "I’ve lived my life watching the dedication it takes to represent the flag."

The Journey of a Champion

Jaad has successfully stepped out of the shadow and into his own light. A formidable competitor in the -90kg category, Jaad’s recent trajectory proves he is a force to be reckoned with:

• Gold Medalist at the 2025 Abidjan African Open.

• Bronze Medalist at the 2023 African Open in Niamey.

• Ranked among the top senior judokas in Africa.

Beyond his physical prowess, Jaad represents a new generation of "multi-faceted" athletes. As a high-level competitor, entrepreneur, and model, he embodies the modern sports brand—dynamic, disciplined, and globally minded.

JED Lab: Bridging MENA and North America

This project marks a significant milestone for JED Lab. By signing Jaad as our flagship athlete, we are officially launching our specialized sports marketing agency services, operating across North America and the MENA region.

Our mission is to provide athletes like Jaad with the storytelling they deserve—cinematic, authentic, and strategically positioned to attract global partnerships. This brand video is not just a highlight reel; it is a visual manifesto of Jaad’s journey on and off the mat.

The Production Team

Filming in the summer heat of Morocco required a nimble and creative approach to capture the raw intensity of Jaad’s training:

• Producer/Director: Jack Lafortune

• Locations: Rabat & Casablanca, Morocco

• Management: JED Lab Sports Division

This is just the beginning for Jaad and JED Lab. As he prepares for his next international tatami appearance, we are ready to document every ippon along the way.

Interested in how we build athlete brands? Explore our Sports Marketing Services