FESTIVAL ACTIVATIONS 2024
JD SPORTS
THE IMPACT
THROUGH HYPE FESTIVAL 2024, JD SPORTS REAFFIRMED ITS POSITION AS A KEY PLAYER IN EUROPE’S STREET CULTURE — A BRAND THAT DOESN’T JUST SPONSOR MOMENTS, BUT CREATES THEM.
BY CONNECTING MUSIC, FASHION AND LIFESTYLE UNDER ONE RHYTHM, JD TRANSFORMED FESTIVAL PRESENCE INTO CULTURAL PRESENCE — PROVING ONCE AGAIN THAT IT’S NOT JUST PART OF THE SCENE, IT IS THE SCENE.
THE CHALLENGE
JD SPORTS ONCE AGAIN TURNED UP THE VOLUME ON GERMANY’S FESTIVAL SEASON — TAKING CENTER STAGE AT HYPE FESTIVAL 2024 IN COLOGNE’S JUGENDPARK.
THROUGH BOLD ACTIVATIONS, EXCLUSIVE EXPERIENCES AND CREATOR-LED STORYTELLING, JD BROUGHT THE PULSE OF STREET CULTURE TO LIFE — MERGING FASHION, MUSIC AND LIFESTYLE INTO ONE POWERFUL CULTURAL MOMENT.
THE TASK WAS TO EVOLVE JD’S FESTIVAL PRESENCE INTO AN IMMERSIVE CULTURAL EXPERIENCE THAT CONNECTS AUDIENCES THROUGH ENERGY, CREATIVITY AND AUTHENTICITY.
THE GOAL: TO TRANSLATE JD’S IDENTITY INTO A DYNAMIC, SHAREABLE EXPERIENCE THAT RESONATES ACROSS REAL LIFE AND DIGITAL CULTURE — MAKING JD NOT JUST A BRAND PARTNER, BUT A DEFINING FORCE WITHIN THE SCENE.
THE WORK
THE ROAD TO HYPE BEGAN WITH AN EXCLUSIVE PRE-PARTY IN COLOGNE — A HIGH-ENERGY WARM-UP THAT SET THE TONE FOR THE MAIN EVENT. POWERED BY THE HYPE SOUND SYSTEM X JD, THE NIGHT BROUGHT TOGETHER MUSIC, CREATORS AND COMMUNITY IN AN ATMOSPHERE OF INTERACTIVE CREATIVITY AND GOOD VIBES.
PROMINENT LOGO PLACEMENTS, AN ACTIVATION AREA, AND A GUEST TICKET GIVEAWAY REINFORCED JD’S ROLE AS BOTH ENABLER AND CURATOR OF CULTURE — BLENDING AUTHENTIC ENERGY WITH STRONG VISUAL STORYTELLING ACROSS ALL ADS AND COMMUNICATIONS.
AT THE MAIN EVENT, JD SPORTS SHAPED THE ENTIRE FESTIVAL EXPERIENCE FROM THE FRONT ROW TO THE AFTER-HOURS. AS MAIN STAGE PRESENTER, VIP GALLERY HOST AND AFTER PARTY CO-PRESENTER, JD BECAME AN INTEGRAL PART OF HYPE FESTIVAL’S DNA — PRESENT AT EVERY TOUCHPOINT AND VISIBLE ACROSS ALL STAGES.
ACROSS ONE DAY, 15,000+ GUESTS, 20+ ACTS, AND OVER 200 CREATORS TURNED COLOGNE’S JUGENDPARK INTO A CELEBRATION OF SOUND AND STYLE, GENERATING MORE THAN 36 MILLION VIEWS AND A 1.5 MILLION INSTAGRAM STORY REACH.
THE MAIN STAGE SHOWCASED JD’S VISUAL IDENTITY THROUGH LED INTEGRATIONS AND LARGE-SCALE BANNERS, WHILE THE VIP GALLERY — ACCESSIBLE ONLY TO CREATORS AND GUESTS — OFFERED THE BEST VIEW ON SITE, COMPLETE WITH BRANDED BAR SERVICE, HOOKAH LOUNGE AND A RELAXED YET EXCLUSIVE ATMOSPHERE.
THE CREATOR AREA ACTIVATION EXTENDED JD’S ENERGY BEYOND THE STAGE, OFFERING A SPACE FOR COLLABORATION, CREATION AND CONTENT.
