Coming off the heels of a successful event at F1 Las Vegas Grand Prix, we partnered with PUMA once again for the launch of A$AP Rocky’s newest motorsport-inspired collection through two separate pop-up activations in Miami, Florida during F1 Weekend.

On Friday, we took over the soon-to-be-opened CNCPTS flagship store in the Design District where guests had the exclusive opportunity to shop the collection along with apparel customization, music, light bites, cocktails, and games.

The next day, we took over an arcade venue in the heart of Wynwood – inspired by the 'nostalgic, youthful spirit' cues from Rocky's vision in his PUMA campaign – to bring a pop-up shop experience unlike any other including custom product displays, cookout food, drinks, DJs, RC cars racing, VR racing simulators, and a fully immersive in-door arcade.

Rocky with Rihanna by his side celebrated the moment at the exclusive event connecting with fans and posing for photos around the activation, from inside a mini Ferrari to in front of a life-sized A$AP Rocky action figure.

The Miami takeover garnered significant attention and coverage from various media outlets and social media, quickly establishing itself as one of the most talked-about and highly desired destinations during the weekend.

Role:

Account Lead / Client Management
Creative Management and Execution (Production, Creative, Strategy, Influencer)
Talent Contracting, Negotiations, and Management
Vendor Management

Credits:

Client: PUMA North America
Agency: Team Epiphany
Date: May 2024