CUPRA turns the streets into the world’s most powerful classroom with ‘University of the Streets’, the global launch campaign for the CUPRA Raval

CUPRA launches ‘University of the Streets’, with Nathy Peluso, Guitarricadelafuente, Kim Petras, Theodora, Lancey Foux and FC Barcelona players Vicky López, Pedri, Fermín López, Pau Cubarsí, Alejandro Balde and Ferran Torres as the main protagonists in a film where the streets take over the narrative and the CUPRA Raval emerges as the symbol of a new cultural movement

This campaign builds on the global impact of the CUPRA Raval World Premiere, extending its story through ‘The Soundtrack of Raval’, a musical film featuring many of the same international artists

• The film, rooted in the spirit of ‘Beyond Rebel, Raval’, reimagines a university graduation speech and sets the CUPRA Raval within a story where identity is forged and conventions are challenged
• Built on the belief that the streets teach you the most relevant aspects in life rather than classrooms, the campaign captures a mindset of never stop learning at the ‘University of the Streets’, inspiring a new generation to find their very own way to success
• The 94 seconds film is available to watch on CUPRA’s official YouTube channel and Social Media

Martorell, 29-05-2026

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CUPRA unveils ‘University of the Streets’, the global launch campaign for the CUPRA Raval, its radical new 100% electric urban car and a true game-changer. Built on the belief that the streets teach you the most relevant lessons in life rather than classrooms, the campaign captures a mindset of never stopping learning at the ‘University of the Streets’, inspiring a new generation to find its own way to success.

FROM THE STREETS OF RAVAL TO THE WORLD
Set in Barcelona’s Raval district, one of Europe’s most vibrant cultural melting pots, CUPRA transforms the neighbourhood into the epicentre of a global conversation. ‘University of the Streets’ brings together a diverse collective of voices across music, sport and urban culture, not just to reflect a new generation shaping culture across disciplines, but to place talent and the CUPRA Raval at the centre of the story.

The campaign highlights the core principles of what the ‘University of the Streets’ stands for, manifested by Nathy Peluso, Guitarricadelafuente, Kim Petras, Theodora and Lancey Foux, alongside FC Barcelona players Vicky López, Pedri, Fermín López, Alejandro Balde, Pau Cubarsí and Ferran Torres.

Rather than spotlighting a single protagonist, the campaign adopts a collective approach, aligning with the collaborative and open nature of street culture. Each of them embodies a new kind of success story: one not defined by rules or institutions, but by self-expression, determination, and the ability to create their very own way. Together, they give voice to a generation that doesn’t wait for permission. In this context, the streets become not just a backdrop, but a space where talent is shaped, shared and constantly redefined.

“‘University of the Streets’ is more than a campaign; it is a statement: the most important lessons in life don’t come from classrooms, they come from real-life experience, experimentation, culture, and the streets. The ambition is to spark a movement that already began with the ‘Follow the CUPRA Raval’ World Premiere, alongside many of the artists involved in this campaign. Now, the CUPRA Raval takes that movement to the streets. And we’re confident the streets will respond.”
Patrick Sievers, Global Head of Marketing at CUPRA

A MANIFESTO, NOT A GRADUATION SPEECH
At its core, ‘University of the Streets’ is built on a universal insight: some of life’s most important lessons are learned outside the classroom.

The campaign’s film reimagines a traditional graduation speech, gradually moving from an academic setting into the streets. What begins as a structured narrative breaks apart, giving way to a more open and collective voice shaped beyond conventional frameworks. The result is a shift in perspective: from structured learning to lived experience, from rules to intuition, from expectation to self-defined paths.

Backed by a bold reinterpretation of ‘Gangsta’s Paradise’, the film turns Barcelona’s 08001 postcode into a symbol that goes beyond place, expressing a mindset that transcends geography. What starts in the Raval doesn’t stay there; it travels, evolves and connects globally.

“This campaign wasn’t about telling a single story, but about creating a collective voice. By reinterpreting the graduation speech, we could break away from a structured narrative and let the streets — and the people within them — take over. In doing so, we continue building on the spirit of ‘Beyond Rebel, Raval’, creating a story that feels true to the energy, attitude and mindset of the CUPRA Raval.”
Paz de Dalmases, CUPRA Campaigns & Content lead

BEYOND REBEL, RAVAL: BUILDING CULTURAL RELEVANCE
The ‘University of the Streets’ campaign builds on the momentum of the CUPRA Raval World Premiere and its narrative extension, ‘The Soundtrack of Raval’, a musical film bringing together many of the same international artists, transforming a product launch into a cohesive cultural platform. The CUPRA Raval is not just featured in the campaign, it embodies its philosophy: more than just another city car, it represents a radical interpretation of urban electric mobility, combining striking design, electrifying performance and a strong driver-focused approach.

At just four metres long and designed, developed and produced in Barcelona, it positions itself as a symbol of a new urban generation, while opening the door to CUPRA’s electric world with an expected starting price of around €26,000.

Developed with &Rosàs, produced by CANADA and with talent, soundtrack and rights coordination led by Vampire, the campaign marks its global rollout from today.

‘University of the Streets’ is now available on CUPRA’s official YouTube channel: https://youtu.be/Qp94v0lHa6s?si=RfR3x6yfsX57MhBj

Change needs drivers — and CUPRA believes real progress comes through radical disruption, by defying expectations and challenging conventions. Since its launch in 2018, the brand has transformed the automotive industry as an instigator of creativity and an agitator for change. 

In just seven years, CUPRA has launched seven models and sold over 1 million vehicles globally. Every CUPRA model is restlessly expressive, design led, and performance driven. Its fully-fledged portfolio includes the CUPRA Ateca, the first car to ever feature the CUPRA badge; the CUPRA Leon, redesigned and enhanced as a standalone CUPRA model; the CUPRA Formentor, the first car to be developed exclusively by the brand and the company’s best-selling vehicle to date; the CUPRA Born, the brand’s first 100% electric vehicle; the CUPRA Tavascan, an all-electric SUV coupe; and the CUPRA Terramar, the brand’s sporty SUV. In 2026, the CUPRA Raval, the brand’s radical interpretation of the electric urban car, will join its lineup.  

CUPRA is more than a car. It’s a conviction. The CUPRA Tribe is made up of a team of ambassadors who push back against convention and past the boundaries that hold others back, with members including Spain’s most decorated Olympian, Saúl Craviotto; film director J.A. Bayona; German goalkeeper Marc ter Stegen; and two-time Ballon d'Or and Best FIFA Award-winning footballer Alexia Putellas. Obsessive about elevating emotion on and off the road, CUPRA is also FC Barcelona's official automotive and mobility partner, the Premier Padel Tour's premium sponsor and is also proud to participate in the Formula E racing competition with Kiro Race Co. 

www.cupraofficial.com 

For more information, please contact:

Chris Mease, Head of PR and Communications
07586 058302; chris.mease@seatcars.co.uk

Laura Reeder, PR Manager
07881 227608; laura.reeder1@seatcars.co.uk

Holly Williams, Events, Partnerships and Internal Engagement Manager
07738 897319; holly.williams@seatcars.co.uk

Katie Duguid, Press Fleet Manager
07983 537247; katie.duguid@seatcars.co.uk

This news release and illustration are issued in accordance with Clause 1.2J of the British Codes of Advertising and Sales Promotion and therefore cannot be the subject of a transaction of any kind.