The Swan Pack collection was inspired by self-expression, delicate strength and grace of New York City Ballet dancers. This cross-category package of streetwear and performance apparel, footwear and accessories seamlessly combines stylish and technical features through iridescent patterns, black sheer fabrics, laser-cut laces and 3D-printed Kurim materials.
Partnered with SIX:02 to amplify the Swan Pack in the global marketplace. The launch commenced with an experiential PR event hosted by dancers Olivia Boisson and Mimi Staker at the David H. Koch Theater at Lincoln Center, home of New York City Ballet. Media, retail and VIP partners were immersed in a barre class, product unveiling, ballet performance and backstage tour.
Coordinated a fashion show at Foot Locker, Inc’s Times Square flagship. On this world stage, twelve New York City Ballet dancers showcased twenty-four looks through a fusion of Swan Lake and modern choreography and music. Across SIX:02’s social channels alone, this moment generated a quarter million impressions.
Integrated in-store and digital creative artwork featured New York City Ballet dancers as well as brand ambassador Kylie Jenner to bring combination of authenticity and recognition respectively. Additional program support included social media contest, product seeding, look book, paid media, email blasts and shop-in-shop merchandising.
Photos: SIX:02, PUMA