PACSUN’S GOVERNORS BALL CAPSULE AND POP-UP IN NYC

At New York’s Governors Ball Music Festival this past weekend, Pacsun reached out to youth culture with a limited-edition capsule, a SoHo flagship takeover, and an onsite styling pop-up. Timed to the lead-up of the three-day music festival, Pacsun hosted a Get Ready With Pacsun consumer experience at its SoHo location on June 5. Thousands lined up for a chance at free Converse and to win tickets to the festival through an instore claw machine.

At the festival, Pacsun activated the “Pacsun Festival Hub,” a pop-up featuring the exclusive Governors Ball collection and key Pacsun festival styles, a glam booth with Rare Beauty, and an interactive photo moment.

Throughout the weekend, Pacsun’s presence sparked buzz across social media and press, generating over 20M social impressions and growing.

“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.”

“Pacsun showed up to Gov Ball in true style. 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,” added Alex Joffe, Head of Partnerships for Governors Ball and Senior Sponsorship Director at C3 Presents.

To amplify the moment, Pacsun engaged a range of content creators to attend and share the experience with their communities. Notable talent included Avani Gregg, Teala Dunn, and Gabe Escobar, as well as Madi Monroe, who supported with content across their channels. Creators such as Miles Baguette, Alex French, Sundas, Isaiah Stolp, and more joined Thursday’s store event to bring additional reach and authenticity across Instagram and TikTok. This approach extended Pacsun’s co-creation strategy, spotlighting festival-ready fashion while offering followers a behind-the-scenes look at both the capsule and event experience.

Pacsun also debuted its exclusive Pacsun for Governors Ball capsule on June 1, which was available for purchase exclusively in select Pacsun locations in New York and New Jersey, at the festival, and online at Pacsun.com. The collection featured men’s graphic tees, a women’s cropped tee, and a unisex hat, each designed with fruit motifs, nostalgic slogans, and NYC-inspired graphics that channel Gen Z’s bold, irony-laced style. The drop was supported by a weekend of activations designed to celebrate music, fashion, and community.