To build excitement around Jennie’s Adidas capsule launch, Carisma and Vending Promotions partnered with RMNG and Breezy Experiential, deploying “Breezy,” the matte black mini truck, for a bold street activation in the heart of SoHo, NYC. This activation blended celebrity appeal, drop-style retail energy, and street-level engagement to create an unforgettable brand moment. Breezy served as a sleek, co-branded focal point, offering pedestrians a surprise-and-delight experience that felt spontaneous, exclusive, and highly shareable.

The activation was designed to generate high-impact visibility for Jennie’s line, connect directly with Gen Z and K-pop fans, fuel organic social media engagement, and reflect the spirit of streetwear culture through premium, limited-edition giveaways. Breezy’s small footprint and big personality made it ideal for this execution on crowded New York sidewalks.

Outfitted in Adidas-black vinyl with Jennie’s name subtly integrated into the wrap, Breezy featured a built-in merchandising display and was staffed by brand ambassadors styled head-to-toe in Adidas. The design channeled the energy of a secret drop: curious passersby quickly gathered as the cart revealed exclusive merchandise. Within moments of setup, crowds swarmed the activation site, with ambassadors handing out branded totes, lanyards, and caps.

Timed for peak weekend foot traffic, the activation created instant buzz—especially when Jennie herself made a surprise appearance. Fans flooded social media with content, resulting in over 1,000 organic shares within 24 hours. The activation reinforced Adidas’ cultural relevance and Jennie’s style icon status while putting Breezy and Vending Promotions at the center of a high-visibility moment in NYC’s most fashion-forward neighborhood.

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