For this campaign, JCDecaux supported Skechers in creating a full football pitch in the heart of La Gavia. Real turf, a metal structure echoing a goal frame, clearly marked corners and match‑ready footballs : every detail recreated the atmosphere of a home game. Visitors were invited onto the pitch to take part in a fun penalty shoot‑out challenge, open to everyone from young fans to the most seasoned players.
Around the playing area, a Skechers pop‑up showcased the brand’s new football collection. Boots were displayed just like in a professional changing room, allowing participants to discover the products, handle them and receive personalised advice. Skechers also called on Dani Cárdenas, goalkeeper for Rayo Vallecano de Madrid, to act as campaign ambassador. Stationed in the penalty area, he shared the goal with fans, saved the most powerful shots and encouraged younger visitors to have a go. Autograph sessions, photo opportunities and informal conversations all added a human and emotional dimension to the activation.
