To celebrate the launch of Klutch Athletics by New Balance, we brought the brand’s vision to life during the NFL draft through a dynamic pop-up experience rooted in purpose, culture, and community. From creative concepting to execution, every detail was designed to embody the spirit of Klutch, amplifying its mission to support athletes at every stage of their journey.

The multi-day activation served as more than just a retail pop-up; it was a platform for storytelling, media engagement, and community impact. Programming featured workouts led by local fitness tastemakers, football-inspired games, and standout local vendors - each element curated to reflect the energy and authenticity of the city. We capped the experience with a giveback-focused field day at the Boys & Girls Club hosted by Chase Young, a mural unveiling, and a partnership with Good Sports. Through immersive design, strategic partnerships, and values-led storytelling, we delivered a launch that left a lasting impression on both media and community alike.