Pacsun, which created a “Roadside Stand”-style pop-up at Coachella in April 2025, followed the music eastward to New York City for the Governors Ball music festival that was held June 6-8. The youth-oriented brand created a limited-edition capsule apparel collection, managed a takeover of its SoHo flagship and activated a Pacsun Festival Hub pop-up that included key Pacsun festival styles, a glam booth with Rare Beauty and an interactive photo moment.
The brand’s orchestrated presence at the music festival sparked buzz across social media and the press, generating more than 20 million social impressions so far.
“Pacsun showed up to Gov Ball in true style,” said Alex Joffe, Head of Partnerships for Governors Ball and Senior Sponsorship Director at C3 Presents in a statement. “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.”
Store Takeover Previewed Festival Presence
The June 5 takeover of Pacsun’s SoHo store attracted thousands of fans seeking a chance at free Converse products and to win festival tickets through an in-store claw machine. Participants also could take part in festival-inspired moments, including a live DJ set with Out.of.office.
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The brand had debuted its exclusive Pacsun for Governors Ball product capsule on June 1 and made it available in select New York and New Jersey Pacsun stores, at the festival itself and online. The collection included men’s graphic tees, a woman’s cropped tee and a unisex hat, each designed with playful fruit motifs, nostalgic slogans and NYC-inspired graphics.
Additionally, Pacsun engaged content creators to attend and share the experience with their communities, including Avani Gregg, Teala Dunn, Gabe Escobar and Madi Monroe.
“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 in a statement. “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.”
