ROCKSTAR ENERGY: RESPECT THE HUSTLE
When Super Bowl LVI came to Los Angeles—Rockstar’s hometown—we showed up for the city’s real MVPs: the Hispanic street food vendors. At a time when local crackdowns threatened their livelihood, we stepped in with custom-built gear to help them serve safely and legally. With Rockstar’s support, these vendors were able to keep hustling, feeding the community outside one of the biggest events in the world.

We then created bespoke content around the carts created by local Angeleno artists and their supporting food vendors:

The Thursday before the Super Bowl in LA, we took over Inglewood with the Rockstar Mercado — a high-energy event packed with installations, live performances, and fire tamales from local vendors. Each vendor was equipped with a custom kit, complete with personalized aprons and Rockstar essentials. Despite 50,000 other events happening that night, local news still showed up — a testament to how urgent and important this moment was.