Another unexpected place we wanted to take UPS was into the world of fashion. In 2021 we developed a limited edition line of apparel that made its debut at New York Fashion Week in February of this year. The activation included a lobby pop-up store, a wrapped UPS Truck and sponsorship of a show featuring black designers with all proceeds going to support that group. The effort was supported by a full complement of OLV, out of home, display, paid and organic social and influencer partnerships.