With Red Bull Rey del Barrio, the brand set out to connect with a new generation of fans by recovering the essence of street football. More than a competition, the project was born as an owned property capable of bringing together sport, urban culture and community from an authentic position built for the long term.

Experientia designed an original competitive format that turned neighbourhood pitches into sporting and cultural stages. The competition toured Madrid, Barcelona and Bilbao, combining open registration, invited teams and the figure of the Street Football Master to strengthen the bond with the community. The experience was rounded out with urban art interventions, live music and a visual identity developed specifically for the project.

The grand final was held in Bilbao with Nico Williams taking part as the tournament's ambassador, consolidating a platform that brought together hundreds of players and thousands of attendees, turning street football into a brand experience with strong social and cultural impact.