The epicenter of the MB.06 global launch.
SmartMagic built the MB.06 launch around the place where LaMelo and PUMA already had something bigger than a fanbase:
🇵🇷 Puerto Rico.
By putting the island’s basketball, culture and community at the center, we created a launch that felt unmistakably Puerto Rican and gave the sneaker world something worth talking about.
The anticipation started weeks before LaMelo touched down in Bayamón and kept building long after, carrying an
island-first release into sneaker media and culture around the world.
THE OBJECTIVE
Create an event that delivers value beyond launch day.
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Generate excitement around the Puerto Rico-inspired colorway through an experience fans can't get anywhere else.
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Show up in Puerto Rico in a way that feels authentic, respectful and rooted in the community.
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Deliver an experience that strengthens long-term affinity for both PUMA Hoops and LaMelo Ball.
MC’s
Jean-Paul Beltrán & Sergio Colon of Pase Extra the court and the crowd hyped up all night long.
Air Brush Customization
Fans customize their PUMA tee into a one-of-one piece through live, island-inspired airbrush art.
Melo’s Munchies
Local food and frozen treats bring the flavors of Puerto Rico into LaMelo’s world.
Youth Clinic
LaMelo joined local coaches to inspire Bayamón’s next generation through hoops, mentorship and play.
