JD has chosen Barcelona to take one of the most ambitious steps in its European journey. The British brand, a global reference in urban fashion, has opened its largest store on the continent in Portal del Àngel. Moreover, JD did so alongside Bizarrap, an artist who sets the cultural rhythm of his generation.
The Argentinian producer and artist—who has become a global phenomenon thanks to his BZRP Music Sessions with names such as Shakira, Quevedo, Nicky Jam and Daddy Yankee—cut the symbolic ribbon of the new space. The opening turned into a true urban event. As a result, hundreds of fans and dozens of content creators attended. Among them were Álex Keny, Clau Juanals, Ainara Cobo, Awa, María M, Giannito Rodríguez and Macas del Castillo.
A launch rooted in sneaker culture
As the global ambassador of Adidas Originals, and the first Argentinian artist to hold this position, Bizarrap presented his collection with the brand in Spain for the first time. He also customised one of the pairs live alongside Madrid-based Tito Customs, known for working on trainers for figures such as Carlos Sainz Jr., Marcelo Vieira, Jaime Lorente and Rauw Alejandro.
Finally, the artist gifted exclusive pairs of the new Forum2000 Adidas x BZRP to the attendees.
A space designed for the new urban generation
JD’s new flagship spans 1,420 square metres across two floors. For this reason, it becomes the company’s largest store in Europe. The space not only strengthens the brand’s presence in Barcelona, but also redefines the concept of physical retail as a place where music, streetwear and urban culture come together.
During the event, Gema de la Morena, Associate Marketing Director Europe at JD, highlighted the importance of having Bizarrap present at such a key moment. As she explained: “Bizarrap is a symbol of his generation. Having him at our most important JD opening fits perfectly within our Forever Forward spirit.”
This is what the opening of JD Sports’ largest store in Europe looked like.
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