Where Hats Meet Hype

Partnering with the 88rising music festival, MLB strengthened its identity as a lifestyle brand deeply rooted in urban street culture and embraced by Gen Z and Millennials. The campaign combined an offline interactive “hat wall” with an online “Top Party” experience — highlighted by an original 3D hat-dancing video that captured the playful energy of this dynamic cultural scene. Supported by celebrity and KOL cross-platform promotion alongside a music festival ticket giveaway, the activation sparked curiosity and shareability among young consumers—fueling UGC growth, amplifying brand visibility, and driving social media buzz.