Bacardi and Stadium Goods will celebrate their collection collaboration with not-to-miss experiences this summer. The events will kick off in June with a speakeasy pop-up, a one-of-a-kind retail and party experience created in partnership with the streetwear brand. At first glance, the event will appear to take place at a traditional Stadium Goods sneaker store with custom Bacardi x Stadium Goods merch offerings. 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 Bacardi celebration, with pop-up musical guests, exclusive Bacardi rum cocktail tastings and more.
“The spirit of Bacardi 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 Bacardi. “We’re thrilled to partner with the pros at Stadium Goods and streetwear icon, Jeff Staple, allowing consumers to embrace their individuality through touchpoints that inspire consumers to ‘Do What Moves You.’ 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 Bacardi party this summer is equipped with the perfect pair of “dancing shoes,” Bacardi 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 rhythm will continue through the summer, including:
The all-new Bacardi “Do What Moves You” Snap lens will first debut at the Bacardi® x Stadium Goods pop-up via Snap’s augmented reality mirror and will later be available to more than 21 Snapchatters throughout the summer. This new-to-market technology, developed for Bacardi by Snap, features a custom augmented reality lens including a specially-commissioned music track “Siéntelo” from the brand’s first-ever original EP, now available on Spotify, which will adapt based on users’ movements to create a wholly new rhythm that’s unique to you.
A revitalized Bacardi summer festival season, starting with Governor’s Ball in NYC on June 9 and continuing through Lollapalooza (Chicago), Life is Beautiful (Las Vegas), Parookaville (Germany), Lowlands Festival (Netherlands), and more. Festivalgoers who visit the CASA Bacardi festival experience will be treated to exceptional cocktail offerings, exclusive merch drops, and further chances to customize their Dancing Shoes NFT.
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 collectible 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.