#United States #Los Angeles #Pacsun #Los Angeles Rams #Co-Creation

Pacsun and the Los Angeles Rams: A Celebration of Co-Creation in Sport

On April 24, 2026, Pacsun, a leading specialty fashion retailer deeply rooted in youth culture, hosted an exclusive event inside the locker room of the Los Angeles Rams at SoFi Stadium. This event, designed to coincide with the NFL Draft, marked a significant milestone in Pacsun's nearly ten-year-long partnership with the Rams, bringing their collaborative efforts into a new and exciting environment.

The luxurious atmosphere of SoFi Stadium served as the perfect backdrop for a series of engaging activities that highlighted the intersection of sport, culture, and community. This unique gathering provided industry leaders and partners with the opportunity to experience one of the most private and revered spaces in professional football.

A Vibrant Afternoon of Interaction and Innovation

The afternoon's programming was a blend of product showcases, insightful conversations, and moments dedicated to community building. Guests were treated to a cocktail hour, where they could immerse themselves in Pacsun's sports labels, PAC 1980 and A.R.C. Active Recreation Comfort. This event not only celebrated Pacsun's presence in the sports industry but also emphasized the natural alignment between the two brands.

Pacsun's CEO, Brieane Olson, opened the event with a reading from her forthcoming book, Co-Created: The Cultural Strategy That Redefined Pacsun. Olson introduced the concept of co-creation, emphasizing its importance in the evolution of brand and community connections. By drawing from Pacsun's successful collaborations with the Rams, she demonstrated how co-creation acts as a catalyst for growth and engagement.

Following Olson's presentation, a fireside chat moderated by Richard Cox, Pacsun’s Chief Merchandising Officer, provided deeper insights into the collaboration between Pacsun and the Rams. Participants included Jennifer Prince, Chief Commercial Officer of the Los Angeles Rams, and Katherine Newcomb, Pacsun's Executive Vice President of Operations and Ecommerce. Their conversation focused on how both brands engage with the next generation through sport and culture, creating shared experiences that resonate with their audiences.

Reinforcing the Commitment to Community and Culture

“The Co-Created event at SoFi Stadium was a special moment for us to step into the Rams locker room and celebrate our partnership in an environment that holds significant meaning in the realm of sport,” Olson stated. She elaborated on the role of co-creation as a framework that bridges products, experiences, and communities together.

Jennifer Prince echoed this sentiment, stating, “Our partnership with Pacsun is deeply rooted in co-creation and continues to grow through our shared ideas and experiences. We look forward to building on this foundation with future activations and collaborations that enhance our connection to the community.”

The evening also brought together notable guests from various fields, including Phylicia Fant from Amazon, Glenn Milus from Fear of God, and Kiesha Nix from the Los Angeles Lakers, showcasing the diverse connections that stem from Pacsun’s innovative approach.

Looking Ahead: Co-Creation for Future Growth

Olson's book, set to be released on May 12, elaborates on the principles of co-creation discussed during the event, providing further insight into how Pacsun has evolved its business strategy to foster community-driven growth. By highlighting partnerships, such as that with the Rams, Olson illustrates the importance of building with culture rather than simply around it.

This monumental event epitomizes Pacsun’s commitment to breaking boundaries while establishing meaningful connections within the realms of fashion and sports. As both brands look forward to future collaborations, the excitement for what lies ahead is palpable within the community they serve.

To experience the vibrant atmosphere of the Co-Created event and view images from the day, follow Pacsun on their social media handles. As they continue inspiring the next generation, Pacsun remains dedicated to crafting unique experiences that blend youth culture with contemporary trends, making their mark in both the retail and sports industries.