New Balance All-Star Weekend Pop-Up 2025 – Live Embroidery

What we did?

Digital Events partnered with MKG to bring New Balance to life during All-Star Weekend with a two-day immersive pop-up in Atlanta.

Far from a traditional retail setup, this activation blended streetwear culture and creativity with live embroidery customization, a DJ spinning throughout the day, and styled product vignettes that transformed the space into an experiential showroom.

Guests were invited to personalize premium totes and hats on-site, adding a bespoke touch to their All-Star Weekend experience. With a sleek setup of stainless steel tables and a custom vibe-driven atmosphere, this activation brought New Balance’s brand energy to center stage—bold, interactive, and made to move.