The energy category has played on the same old tropes for decades. To stand out, Rockstar needed to find its own lane. We relaunched the brand at Super Bowl LV with a dynamic, cross-platform dot com experience accompanied by editorial content spotlighting the real hustle happening on the ground in Tampa.
We used this big cultural moment to launch the Hustle Collective; a group of like-minded leaders of their field, who amplify the hustle of those on the come-up. We partnered with streetwear designer Frank Cooke to design a custom Rockstar Energy Varsity Jacket to symbolize the bond between each member of the Hustle Collective, starting with Lil Baby who we featured in the commercial for the big game.