The City Series
Intro
The GOLF WANG CITY SERIES campaign celebrates global street culture through exclusive, city-inspired Golf Wang collections, merging local vibrancy with the brand’s bold aesthetic in fashion-forward urban centers.
Problem
The challenge was to broaden Golf Wang’s appeal and market reach, addressing the demand for unique, culturally resonant streetwear that aligns with consumers’ desire for authenticity and global connection.
Response
A multi-city campaign showcasing limited-edition Golf Wang collections tailored to the unique cultural backdrop of each selected city. This strategy aimed to enhance brand visibility, engage a diverse audience, and reinforce Golf Wang’s position as a pioneer in merging streetwear with cultural authenticity.
Process
Concept Statement
The GOLF WANG CITY SERIES campaign celebrates the convergence of global cultures through streetwear, inviting the world to embrace a lifestyle without borders. This series showcases vibrant, city-inspired collections that capture the essence of urban life from various corners of the globe.
Objective
To expand Golf Wang's global footprint by leveraging the brand's unique position at the intersection of music, skate culture, and fashion. The campaign aims to connect with a broader audience by highlighting cultural diversity through exclusive, location-based collections.
Opportunity
This campaign seizes the opportunity to enrich Golf Wang's product lines with cultural diversity, tapping into the growing demand for limited edition and collaborative pieces. It's a chance to showcase the brand's commitment to sustainability and authenticity while appealing to a global audience seeking exclusive experiences and connections through fashion.
Target Audience
Key Demographics
Age: 20-30 years old, all genders
Location: Urban centers, fashion-forward cities worldwide
Income Level: Middle to upper-middle class, with disposable income for fashion
Key Psychographics
Interests: Street culture, art, music, fashion
Values: Authenticity, creativity, individuality, social consciousness
Lifestyle: Active on social media, trendsetting, environmentally conscious
Challenges
Finding unique styles that reflect their individuality
Seeking stylish, environmentally responsible fashion options
Desiring brands that resonate with cultural identity and global trends
Accessing limited-edition or international streetwear
This project was a collaborative effort that blended unique creative visions.
Special thanks to Wyatt Junnila for the exceptional photography that brought the GOLF WANG CITY SERIES to life, and to Fernando Diaz and Sebastian Briones for embodying the campaign's spirit through their modeling.