Jack Harlow - Coogi x New Balance
For Jack Harlow’s first festival set at Governors Ball in New York City, BlackFlag partnered with his team and crew, Private Garden, to create a unique, day-in-the-life content experience. The activation focused on showcasing how Jack draws inspiration from the city, all while integrating key brand partners into the narrative. Supported by New Balance, we produced a short film that followed Jack throughout his day, capturing how he “balances inspiration” as he prepared for his performance.
Client
Jack Harlow
Category
Experiential
/// The goal was to create visually engaging campaign that felt authentic to Jack Harlow’s connection with New York City, while also incorporating our brand partners. We aimed to highlight Jack’s first performance at Governors Ball, using his day in the city to build anticipation around his set. The challenge was to organically integrate brand partnerships into the narrative while keeping the focus on Jack’s personal journey and experiences.
/// In collaboration with New Balance, we developed a concept that followed Jack and his crew, Private Garden, through the streets of New York, visiting key spots that held personal meaning. The film captured Jack’s interactions at iconic local businesses like Extra Butter and Artichoke Pizza, blending the city’s unique culture with Jack’s laid-back yet ambitious persona. A custom 1-of-1 New Balance 990v5 with Coogi Knit details was presented to Jack, a collaboration between New Balance and Coogi that added an exclusive element to the story and created a lasting connection between Jack and the brands.
/// Our activation successfully amplified Jack Harlow’s presence at Governors Ball by showcasing his authentic connection to the city while seamlessly weaving in brand partnerships. Jack Harlow’s Instagram content generated over 400,000 impressions and nearly 14,000 engagement actions, while the @rap Instagram livestream of the Baby’s All Right show drew nearly 10,000 live viewers. Through strategic brand partnerships and authentic storytelling, the campaign resonated with fans and delivered value to New Balance, Coogi, Extra Butter and the other collaborators.
