— PROJECT NAME

A$AP Rocky F1 Collection Grand Prix Launch

— CLIENT

Puma x F1 Motorsport

— ROLES

Social Strategy

Social Coverage

Data Analytics

— TIMING

2023

During the Formula 1 Las Vegas Grand Prix weekend, we transformed an abandoned gas station near the Vegas Strip into a pop-up shop for the Puma x A$AP Rocky capsule collection. The exclusive event, featuring appearances by A$AP Rocky and Rihanna themselves, offered guests and the general public a first look and purchase opportunity for the collection.

The innovative social strategy, featuring customization stations and plenty of content capture opportunities, created immense buzz, making it the most talked-about activation of the weekend. The event’s unique atmosphere and celebrity presence drove massive PR and social media coverage (+5B Impressions), leading to an instant sell-out of the collection.