Westfield Parquesur in Madrid set the stage for an exclusive activation by Hoodrich, designed in collaboration with the retail agency KMF to celebrate the grand opening of the new JD Sports store. Over the course of two days, the event engaged attendees with an interactive basketball challenge where precision was key: scoring in baskets at different heights allowed participants to win exclusive prizes from the brand based on their performance.

The event was a total success thanks to live DJ sets and the presence of influencers who interacted with the crowd, turning the store opening into a high-impact digital and social experience.