To build anticipation around the launch of the Post Malone X Dallas Cowboys merchandise line, NTWRK rolled out a two-weekend activation across Dallas, TX. Two iconic locations—The Dez Bryant Tailgate and the Post Malone-themed Raising Cane’s—served as the backdrop for fan-focused pop-ups, where limited-edition merch drew crowds and long lines.

In addition to public-facing events, a private preview experience was created for Dallas Cowboys players and cheerleaders, offering early access to the collection ahead of the official release.

The activation combined local culture, celebrity appeal, and strategic brand engagement to generate hype and visibility leading up to the drop.