How Sprayground Built A Cultural Empire Through Instinct

The Name Must Double Up As The Manifesto.

Spray. Ground. Two words collapsed into one. Graffiti and playground both conjure up a world of rebellion, self-expression and play. A creative culture with unique rules that are far removed from the mainstream — the rules of those who saw a wall and dared to reimagine it as a canvas.

Safe to say, the name didn’t emerge from a best-practices branding manual.

It was BenDavid articulating the brand’s belief system — instinctively — before a single bag had been sold. And everything the brand has created since then — the limited editions, the unconventional hires, the refusal to optimize for volume despite the financial pressures — you name it — flows from that original belief.

Research into brand linguistics shows that the most culturally durable brand names give audiences a place to inhabit rather than merely a product to purchase. And I’d say BenDavid did exactly that. Sixteen years later, people are still living inside the world he created.

Hire For Who They Are, Not What They've Done.

The people Sprayground has hired over the years are not, by any means, conventional marketers. They do, however, all have something in common with BenDavid — his values and outlook on life.

Creatives, free-thinkers, outsiders, people who went to art or design school and then found that the professional world had little room for what they actually believed in — all align with BenDavid’s own background as a former design student at the School of Visual Arts. Even today, he appears driven less by ambition than by having something to express. So it’s no surprise that many of his employees remain with him 16 years later.

What BenDavid's approach reflects is hiring for who someone is rather than what they’ve done. And I believe that distinction matters — especially for brands looking to build a unique culture of like-minded individuals dedicated to the arts — because those who share your values don’t need convincing. They’re already living them.

Those who have worked closely with BenDavid describe what that feels like from the inside in remarkably similar terms. Like a band, where every member trusts the others so completely that when you’re on stage, you can fly. As the singer, you know the bass player and drummer are in sync because that foundation was there from the beginning. That’s the level of inner alignment Sprayground aims for — and it shows.

Research into values-based hiring consistently shows that founders who prioritize alignment over credentials in their early hires build brands with significantly stronger cultural staying power over time.

Feeling Always First.

Graffiti has always understood how to evoke feelings. Sprayground operates from much the same instinct. The goal? To create art that is unique, unexpected and capable of making people feel something.

One reason audiences have gravitated toward Sprayground is because the brand carries an emotional truth that resonates with a specific cultural audience.

The brand’s early growth wasn’t driven by traditional celebrity partnerships or gifting campaigns. Instead, cultural adoption emerged organically as artists, athletes and entertainers began carrying the products of their own accord. It was the natural consequence of making something that felt real in a highly competitive market full of other beautiful bags.

That organic cultural heat carried real brand equity — opening doors and getting Sprayground into the coolest skate boutiques early on because buyers recognized something their audiences would feel before they could explain why.

I'd say most leaders would agree that emotion matters in branding. But what's rarer is a brand that makes it both the starting and ending point — a brand born from emotion rather than one that builds a product and then layers an emotional promise onto it during the marketing stage.

One study finds that emotionally connected consumers are 52% more valuable to a brand than those who are merely satisfied — a distinction that performance marketing, however sophisticated, consistently fails to manufacture. Another report found that nearly 70% of Gen Z consumers prefer brands that align with their values, drawn to brands that feel like an extension of who they already are.

The Long Game Is Not A Consolation Prize.

I believe BenDavid understands something many founders don’t: branding is a long-term investment. And coming from someone who has spent sixteen years refusing to reproduce a single sold-out design — leaving immediate value on the table — that’s a serious commitment to the art of brand building.

Sprayground's limited edition strategy sits at the heart of all of it. It’s a promise — that there can never be a reprint of an original piece of work. And that promise is what keeps the brand honest.

Artists understand this way of operating instinctively. They understand that meaning cannot be rushed, and some things gain value precisely because they refuse to arrive on schedule. Each object exists once, completely, and then its window closes. It is precisely that finality that makes it matter to the person who owns it — and to everyone else who didn’t get there in time.

The evidence of that perspective continues to show up in the Sprayground x Metropolitan Museum of Art collection that took three years to come together. The Lucasfilm partnership followed a similar arc — a pitch, storyboards, original music written and approved, until Lucasfilm trusted the brand enough to ask for their name on the finished film.

Brand longevity research found that the brands most likely to endure are those whose leaders make decisions rooted in values rather than market forces — and that 64% of brand professionals worry they focus too much on the short term. An additional study, which annually identifies brands consumers believe are building something that will outlast the current moment, consistently finds that the organizations earning that designation share one quality: they are playing a completely different game from their competitors, measured in decades rather than quarters.

I'd say, what sixteen years at Sprayground bears out is that most leaders are simply not programmed, mindset-wise, to wait that long. The willingness to protect meaning over volume is precisely what has made the brand more culturally relevant than numerous others that came up alongside it and flopped.

And the belief system is still working — on backpacks and more.

StockX — the global resale marketplace where prices are set by audience demand — ranked Sprayground in 2025 as the only accessories brand to appear in both its top five best-selling and top five fastest-growing lists, with sales up 287 percent year over year.

There is no doubt that resale demand of that kind provides a measurable signal of how audiences have responded to Sprayground’s approach over time. Where conventional brand strategy has often struggled to create lasting cultural currency, BenDavid’s instinct has quietly and consistently delivered it.

Conviction Is The Operating System.

What sets Sprayground apart as a leadership story is BenDavid’s relentless, instinct-first approach to brand building. Not a strategy refined over time. Not a framework borrowed from a business school. An instinct that was there from day one — in the name, in the hires, in the brand promise and in the DNA of the leader.

The brand has earned cultural currency by reflecting that deep, unspoken human impulse: to create, to mark our presence, and to say, “I was here.” The same impulse that drives people to express who they are. Because art has always served a deeper purpose than decoration. At its best, it helps people recognize something in themselves they couldn’t quite put into words.

And that, I think, is why the brand is set up for continued success — especially among a social media generation increasingly drawn toward the need to create and belong.

In the end, BenDavid’s greatest creation wasn’t a backpack company at all. It was proof that conviction still has commercial value in a world run by algorithms.

Which brings me to my final question: are you ready to give yourself permission to spray and play — to create before you have certainty, to express yourself before you have approval, and to trust your instincts before the world agrees?

Named Esquire's Influencer of the Year, Jeetendr Sehdev is a media personality and leading voice in luxury, fashion and influence, and author of the New York Times bestselling book The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right).