The BDLM90 jersey - a bold collaboration between Tiakola and Nike - made its debut at YARDLAND through an exclusive pop-up powered by SNKRS and a live on-stage reveal during the artist’s headline show.
For the release of the BDLM90 jersey, Yard designed a complete activation to turn a product drop into a cultural moment.
At the center of the festival, we built an exclusive SNKRS pop-up offering fans the chance to cop the jersey in preview before its global release. A 2000s-inspired statement piece, blending nostalgic football aesthetics with the codes of the street, which sold out before the festival ended.
But the experience went beyond retail. To officially unveil the jersey, we orchestrated a timeless performance on the main stage: Tiakola, surrounded by his 60-person BDLM choir, revealed the piece live to the crowd during a soulful, high-energy show that stopped time at Yardland.
