Amplify + Abercrombie & Fitch

A&F has experienced a huge turnaround in recent years and is now a thriving fashion brand favored by GenZ and young Millennials. Audience perceptions are shifting and the brand is seeing growth as it successfully rebranded. A&F has revamped product assortment, focusing on quality apparel and accessories that appeal to a broader customer base. A&F’s product expansion reflects their adaptability to evolving consumer needs, which they’ve established through the partnership with McLaren Racing.

How can we leverage our partnerships to integrate into key cultural moments and engage authentically with our consumers?

Following a successful NYC influencer event, Abercrombie and Fitch wanted to launch their new McLaren collection at their flagship Las Vegas store during the F1 week.

For this event, we brought the fans even closer to the F1 action by providing exclusive access to not only the racing vehicle but also McLaren’s superstar drivers, Oscar Piastri and Bianca Bustamante, and opened the doors to the public.

As a second iteration of the series, we wanted to create an event that adds the thrill and excitement of the F1 week in Las Vegas while keeping the consistent look of the Abercrombie and McLaren partnership event.

Working closely with Abercrombie’s visual merchandising team and McLaren’s brand team, we transformed the retail store into a celebration space featuring the collection while showcasing McLaren’s bold brand language, setting the stage for an unforgettable fan event.

Leading with Papaya, we also created delightful moments for the fans, from take-home Polaroid photo booths to McLaren-branded garnishes for curated racing-themed drinks. To complement Abercrombie’s OOH billboards throughout the venue, we also lit up space in Papaya to announce the very special event.