Activation. Production. Creativity
From the entrance arch to a t-shirt painted live: three editions bringing JD Sports' presence to the route and the experience of the Madrid Salvaje audience.
Madrid Salvaje brings music, fashion and urban art together in one space. For JD Sports, the challenge was to be part of that culture in a visible, hands-on way: present in the festival's big moments and creating experiences the audience wanted to live up close.
The brand had to be thought through at two scales. One able to accompany thousands of people from the entrance to the stages; another, more personal, that turned a visit to the stand into a memory of their own. That presence ran across three editions and adapted, in 2025, to the festival's move from IFEMA to the Torrejón de Ardoz exhibition centre.
We took JD Sports' sponsorship into the spaces the festival ran through. The brand was present at the entrances, on the stages and in a space of its own where attendees could stop and take part. In 2024 and 2025, the festival also featured a JD stage: a presence tied directly to the live music.
We produced and implemented JD's visibility elements across the venue, among them entrance arches, stage banners and the brand's stand. The aim was for JD to be recognised throughout the route and for that presence to lead into an experience for the audience.
One of the stand's activities was live t-shirt painting, carried out by Dale Color in 2024 and 2025. In 2024, attendees chose from five urban-inspired templates and a colour combination; the artist then added their name or nickname freehand with spray. In 2025, they could pick words or phrases that were rendered onto the t-shirt with spray and markers, combining hand-painted lettering and templates. Each person took home a garment made right there, while the music kept playing.
In the 2025 edition, the JD space also hosted prize draws, exclusive gifts and a chill-out area.
We produced content around JD's presence at the festival: the brand spaces, the stand's activity and the moments of interaction with the audience. The experience also sparked content created by the people who lived it. In 2023, JD Sports reported that ten creators generated content around its stand during the festival.
