JD SPORTS
FESTIVAL ACTIVATION 2023
Where street culture meets music – JD Sports turned up the volume at two of Germany’s biggest urban music events: HYPE Festival and HipHop Open.. With curated pre-parties, dynamic on-site activations, and high-impact creator storytelling, JD made itself a cultural force across both weekends.
THE CHALLENGE
The task was to craft consistent, immersive experiences across Festivals that translate JD’s energy into shareable moments – both on the ground and across digital channels.
We activated JD Sports across two major moments in the hip-hop festival calendar – HYPE Festival and HipHop Ope. In the lead-up, we put together 2 exclusive pre-parties in Frankfurt and Cologne, setting the tone with music, community, and style.
THE WORK
On-site, we created a vibrant festival booth that became cultural touchpoints: an activation space featuring JD barbers, festival makeup artists, hairstylists, sneaker cleaning stations, and a custom photo booth with live printouts. These spaces fostered personal connection, creativity, and continuous interaction with the brand.
To elevate the VIP experience, JD launched a Rooftop Bar and an Influencer Beach, including a branded bar, chill area and photowall – tailored for creators and tastemakers. Collaborations with influencers like @malcolmkelechi, @jiena.viduka, @kingmorteeezy, and @romybasics extended the brand’s presence through native content and takeover stories.
Strategic storytelling across JD's channels – and in collaboration with HYPE Festival – included feed posts, announcements, in-store activations, and engaging on-site coverage, culminating in recap reels with strong digital momentum.
With integrated branding across festival line-ups, flyers and OOH placements, JD Sports stood out not just as a sponsor – but as a shaper of the scene.
HIGHLIGHTS
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19,700 festival attendees across both events
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500K+ digital reach
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94% positive brand-fit feedback from attendees
+850 Guests
427,749 Story Reachs
+90 Influencer
