EP42 | James Dixon | Legacy, Localism and Lines Behind | Local Heroes Podcast

This week, Chris and Dan sit down with James Dixon, the creative force behind Lines Behind - the instantly recognisable artwork that’s become a true North East success story. Inspired by Keith Haring - immediately scoring points with Chris - James takes us on a journey from his early days working with global brands like LEGO and Nickelodeon to building his own independent creative studio that now collaborates with everyone from Fenwick and Chilly’s Bottles to Newcastle United.

What began as a small stall at Tynemouth Market has grown into a thriving brand rooted in community, collaboration, and unmistakable style. James opens up about the defining projects that have shaped his career - from designing the Great North Run finisher shirt and medal to creating bespoke artwork for NUFC’s cup final, a piece that went viral and even raised over £4,000 for charity.

He also shares the story behind his partnerships with major retailers like Fenwick, the surge in demand that saw his products reselling online for hundreds, and the huge response to his collaboration with Jade Thirlwall on a limited-edition Cancer Connections charity T-shirt that sold out in hours and brought his work to a global audience.

But beyond the commercial success, this episode is a heartfelt look at what drives James: his commitment to giving back, running art workshops with the Newcastle United Foundation, supporting students at Newcastle College, and inspiring the next generation of North East creatives. He talks about staying humble, keeping positive through challenges, and building a legacy that celebrates local culture and community.

Looking ahead, James reveals plans for two large-scale public sculptures to mark the ten-year milestone of Lines Behind, and his ambitions to take the brand global - from Saudi Arabia to Japan - while staying true to his Geordie roots. His message is simple but powerful: hard work, kindness, and creativity open doors you never see coming.

And, of course, Chris and Dan couldn’t let him leave without diving into the essentials: the “picky tea” philosophy, pineapple on pizza, butter bans, and the all-important Greggs order.

It’s an episode packed with positivity, local pride, and plenty of laughs - a perfect celebration of what makes a true Local Hero.

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