Painted advertising for Nike at Barcelona’s Parc del Fòrum: a large-format tribute to the sporting spirit, produced by Rebobinart as part of the Monumenta project.

The challenge: talking about sport on the street with credibility

Few audiences detect marketing as quickly as the urban sports community: the court, the square and the street are their territory, and any message that arrives imposed on it is rejected instantly. Nike needed to bring its values — effort, energy, self-improvement — to Barcelona’s urban landscape without interrupting it: to earn a place on the street, not buy one.

The solution: «Own the Floor», a hand-painted tribute

Location: Parc del Fòrum, Barcelona (2023)

This masterpiece is a living celebration of the sporting spirit, a tribute to passion and a lasting symbol of the inspiration that Nike instils in all those who embrace the world of sport in the vibrant setting of Barcelona’s Forum Park. The mural captures the very essence of sport: the excitement, energy and commitment that athletes demonstrate in every step they take, in every race they run and in every challenge they face.

In the video you can see the production process of this large-format advertising mural.

Why it worked

• The language of the territory: urban art and street sport share codes — the mural speaks its audience’s language, on its own ground.
• Brand coherence: a work made with effort and craft, hand-painted metre by metre: the way it is made is part of the message.
• Lasting presence: the mural remains part of the Fòrum’s landscape, working for the brand long after the campaign launch.
• Content for social media: the making-of turns the production itself into audiovisual pieces for the brand’s channels.

Want to bring your brand’s values to the street with credibility? Tell us about your campaign.

Monumenta: large-format painted advertising

This intervention is part of Monumenta, Rebobinart’s line specialising in hand-painted advertising: large-format advertising murals painted by urban artists on party walls and large surfaces. A sustainable, high-impact alternative to conventional billboards and PVC banners.