To generate buzz around the Puma x A$AP Rocky Capsule Collection, Team Epiphany transformed an abandoned gas station outside the Las Vegas strip into a vibrant and unexpected brand hub and pop-up shop during the hotly-anticipated Formula 1 Las Vegas Grand Prix Race weekend. Guests had the exclusive opportunity to trial and purchase the debut collection on-site and were treated to an immersive brand experience capped off by appearances from A$AP Rocky and Rihanna.

As a follow-up to the weekend’s most-talked about activation (and resulting sold-out collection), we activated again in Miami’s Design District—giving guests an exclusive opportunity to shop and customize the collection. A Saturday pop-up in the heart of Wynwood yielded an immersive branded environment complete with photo moments, VR racing simulators, and of course, celebrity appearances once again from Rocky and Queen Rih.