The brand brought festival style and cultural energy to life with a weekend of in-person
experiences and creator-led moments
LOS ANGELES, April 16, 2025 -- From a buzzing Roadside Stand to a VIP-stacked night at Neon Carnival, Pacsun made its mark on Festival Weekend 1, delivering a high-impact presence that brought fashion, culture, and music together in the desert.
Kicking off weekend 1, the Roadside Stand transformed a stretch of Highway 111 in Palm Springs into a destination for all things festival prep. More than 1,000 customers, influencers, and guests of the brand came through to shop exclusive merchandise, spin the wheel for prizes, and get styled in looks designed for the heat and the feed. A hair tinsel station, customizable embroidery, and content-ready activations made the activation one of the most photographed pop-ups of the weekend.
The stand also featured a Pacsun x TikTok Shop Super Brand Day setup, complete with a QR code that directed visitors to shop the collection directly via Pacsun's TikTok Shop, giving IRL and digital access.
"Summer I turned Pretty" star Gavin Casalegno, Creators Tara Yummy, Brynn Rumfallo, Paige Taylor, Shea Durazzo, and musician Bailey Spinn, among others stopped by to post and share in real-time, helping drive over 12 million impressions across platforms, sparking buzz well beyond the desert. Two Pacsun Festival billboards in Palm Desert added to the visibility, creating a runway effect for road-trippers heading to the festival grounds.
After hours, the brand brought its community to Neon Carnival, treating lucky winners from its Roadside Stand, creators, and guests to a post-festival experience rooted in music, fashion, and content capture. Pacsun hosted a carnival game with Vans onsite, where the scene buzzed with celebrity attendees like Paris Hilton, Wiz Khalifa, and Lance Bass. Pacsun's presence was felt both on the ground and online, where festival moments were shared live across TikTok, Instagram, and YouTube.
In downtown Los Angeles, Pacsun hosted a four-day TikTok Shop livestream from its DTLA flagship store (April 10–13) as part of its Super Brand Day activation.
The brand also showed up digitally as part of TikTok's Super Brand Day, highlighting its latest festival styles with creator transitions, styling tips, and exclusive drops. Content supported the campaign, driving traffic to both the TikTok Shop and Pacsun's owned channels, and 81.5 million impressions were generated during the campaign on TikTok. There were close to four thousand short videos created during the Super Brand Day campaign by affiliates, and affiliates went live more than 315 times during the campaign on TikTok, reinforcing Pacsun's position at the center of festival fashion.
"Festival season is an important cultural moment for our community, and we wanted to show up in a way that felt both intentional and impactful," said Richard Cox, Chief Merchandising Officer at Pacsun. "We focused on building experiences that our community could engage with, on their terms, in the spaces they already live and connect."
With festival culture evolving into a convergence of fashion, fandom, and self-expression, Pacsun continues to show up. As the season continues, expect more drops, more moments, and more cultural impact from the brand that lives at the heart of Gen Z.
Images from the weekend activities can be accessed here.
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