Pacsun Launches College Football Tailgate Tour with Pop-Up Shops

What's Happening?

Pacsun has initiated a college football tailgate tour featuring pop-up shops at major game days this fall. The tour began with an installation at the Ohio State vs. University of Texas game in Columbus, Ohio. These pop-up shops will offer new college capsule collections and collaborations, including The Wild Collective and the upcoming Hype & Vice collection. Richard Cox, Chief Merchandising Officer at Pacsun, stated that the initiative aims to create memorable, experiential activations to connect directly with their loyal community. The tour will visit several universities, including the University of Georgia, University of Tennessee, University of Kentucky, University of South Carolina, University of Wisconsin, University of Michigan, and University of Florida.

Why It's Important?

Pacsun's tailgate tour represents a strategic move to engage with college students, a key demographic for the brand. By setting up pop-up shops at college football games, Pacsun can directly interact with students, enhancing brand visibility and loyalty. This initiative aligns with the growing trend of experiential marketing, where brands create unique experiences to foster deeper connections with consumers. The tour could boost sales during the back-to-school season, a significant shopping period for college students. Additionally, the collaborations and capsule collections may attract fashion-conscious students, potentially increasing Pacsun's market share in the youth apparel sector.

What's Next?

Pacsun will continue its tailgate tour, visiting various universities throughout the fall. The brand plans to launch the Hype & Vice collection on September 12, adding new offerings to its pop-up shops. Pacsun's focus on experiential marketing may lead to further initiatives aimed at engaging with young consumers. The success of the tailgate tour could influence Pacsun's future marketing strategies, potentially expanding similar activations to other events and locations.