Urban culture and trainers have always gone hand in hand. For this project, we partnered with sports retailer JD Sports on a brand activation at an iconic venue: Chamartín Station, a historic setting for Madrid's sneaker culture and former home of Dashape.
The aim was to connect with the community through unique experiences. We ran two simultaneous artistic activities that made visitors the protagonists.
The experience: customisation and participation
The station's industrial atmosphere, bathed in neon light, provided the setting for two activities:
- Sneaker Custom Lab: JD Sports supplied exclusive trainers, including classic Nike Air Force 1s, for our team to customise live. Using specialist markers and leather paint, we created one-off designs on demand, turning footwear into instant collector's pieces.
- The collaborative Forever Forward canvas: we wanted visitors to leave their mark. We prepared a canvas with an invisible outline of the campaign design, then invited hundreds of guests to sign and draw freely within the marked areas.
- Live art finish: once the canvas was filled with the community's signatures, our artists added the final outlines in bold black spray paint, revealing the hidden message “FOREVER FORWARD”. The overlapping signatures became the fill inside the letters.
The event's impact
- A sense of belonging: with their signatures included in the final artwork, every participant felt they had painted it together with the brand.
- An exclusive product: guests who took home customised trainers received something unavailable in shops, strengthening the perceived value of JD Sports.
- An authentic urban atmosphere: the activation reinforced the brand's presence in the scene by combining genuine graffiti with a product launch.
The Chamartín event showed that graffiti can connect people on a large scale, beyond decoration. At Dale Color, we integrate street art into ambitious retail experiences.
Want an activation that leaves a mark on your audience? Contact us to design your experience.
