Pacsun’s presence at the Governors Ball incorporated activations, experiences and spaces as diverse as the famed festival’s music line up which ranged from JPEGMAFIA’s take on “Call Me Maybe” to Tyler the Creator’s “Sticky.”
The California-based brand made its East Coast mark pulling a multiplicity of levers. There was a pop-up with exclusive Gov Ball merchandise, a limited-edition capsule and a live DJ set featuring a drink caterer and tooth gems.
That was in addition to the raffle to win Converse at its SoHo store and at the venue a Pacsun Festival Hub featuring onsite styling, a glam booth and interactive photo moments.
“We don’t just show up to be seen, we show up to participate, and our customers enjoy celebrating their love of music,” said Richard Cox, chief merchandising officer at Pacsun. “Governors Ball gave us a chance to connect in person, in the moment, and in the city that continues to shape the culture we care about. It was all about showing up with a purpose and creating something that felt authentic to Pacsun and our community.”
A few days before the festival, Pacsun debuted its exclusive Pacsun for Governors Ball capsule. Its locations in New York, New Jersey, and at the festival offered the items exclusively in addition to online availability and at Pacsun.com, according to the brand’s press release.
The merchandise featured fruit motifs, NYC- inspired graphics and nostalgic slogans on men’s graphic tees, a women’s cropped tee, and a unisex hat. Activations structures to celebrate music, community and fashion throughout the festival supported the drop.
“Pacsun showed up to Gov Ball in true style,” said Alex Joffe, head of partnerships for Governors Ball and senior sponsorship director at C3 Presents. “Our collaborative fashion collection was magnified through an engaging experience at the festival’s 15th anniversary, amplified by our joint promotional strategy, which included dynamic social content led by the brand’s network of creators and a vibrant kickoff party in NYC. From the West Coast to the Big Apple, Pacsun brought the heat, and the fans won big.”
