Global Rum brand Bacardi in collaboration with streetwear brand Stadium Goods, wants you to dance like everyone is watching.
Under its “Do What Moves You” platform, the brand is launching a series of unique activations to encourage people to embrace community and enjoy the freedom of self-expression.
June will see both brands launch speakeasy pop-up, a one-of-a-kind retail and party experience. At first glance, these may appear to be traditional merch offerings, but in a nod to classic speakeasy cocktail bars, the surprise will lie in a secret entrance behind the stockroom door where attendees will be immersed in a lively, Caribbean-inspired Bacardí celebration.
The New York pop-up, open to consumers aged 21+ on June 8th by RSVP only, will feature pop-up musical guests, exclusive Bacardí rum cocktail tastings, and more.
“The spirit of Bacardí has always been one of self-expression, free of judgment, and, of course, one that is ready to dance,” said Laila Mignoni, Global Head of Brand Marketing Communications for Bacardí.
“Every aspect of our partnership is designed to bring people together, embracing the connective tissue between our iconic rum and the sneaker community to inspire movement in both the physical and emotional sense.”
To ensure everyone who attends a BACARDÍ party this summer is equipped with the perfect pair of ‘dancing shoes’, BACARDÍ will gift attendees the Dancing Shoes NFT, an exclusive digital wearable created in collaboration with creative visionary and founder of the streetwear brand STAPLE, Jeff Staple, and web3 studio, Kollectiff.
Dropped into guests’ digital wallets during the event, the NFT will appear with a purposefully simplistic design, allowing for individual customizations by interacting with various elements within the temporary retail store. Those who complete the NFT customizations at the event will have a chance to forge their digital creations into a one-of-a-kind physical pair of sneakers—their one-of-a-kind Dancing Shoes—that will be delivered directly to them this summer.
Following the New York launch, the activations will continue, starting with Governor’s Ball in NYC on June 9th and continuing through Lollapalooza (Chicago), Life is Beautiful (Las Vegas), Parookaville (Germany), Lowlands Festival (Netherlands), and more.
The campaign will culminate in October with a final pop-up ahead of Amsterdam’s biggest dance music festival, featuring exclusive merchandise and a limited-edition giveaway of collectable physical Dancing Shoes in collaboration with a world-renowned Amsterdam streetwear brand.
Countries all over the world, including Spain, New Zealand, Germany and Austria, will put on their Dancing Shoes this summer with festival activations, local retail partnerships and pop-up experiences.