I led the partnership between Billionaire Boys Club, TEAM WANG Design, and Joopiter for the Paris Fashion Week launch of the “Life is a Race” capsule. My role encompassed campaign strategy, marketing initiatives, PR coordination, and experiential execution, working closely with internal teams, partners, and agency collaborators to bring the partnership to life across communications and live experience.

Hosted by Pharrell Williams and Jackson Wang, the launch event took place in the courtyard of Fabula at the Carnavalet Museum in Paris and brought together leaders across fashion, music, and creative culture. The experience translated the capsule’s theme of individuality and setting your own pace through an immersive environment featuring a full scale Porsche sculpture by Benedict Radcliffe, set against the venue’s historic French architecture.

The launch generated significant global media and social traction during Paris Fashion Week, reaching more than 231M press impressions, 41.8M social impressions, and $3.1M+ in total social EMV, with attendees including A$AP Nast, Evan Mock, Freddie Gibbs, Gabriel Moses, and Sarah Andelman.