Seeding plant-based hot dogs into the heart of LA street culture
ABOUT
Launching during the heart of baseball season and inspired by nostalgia for the game, Field Roast’s Signature Stadium Dog was the very first plant-based dog on Chef Roy Choi’s Kogi trucks.
To connect the new dog with the LA street culture and food scene we created the SS21 Stadium Streetwear Collection. Baseball inspired, Stadium Dog merch dropped exclusively via Kogi Trucks in LA and through Goldbelly nationally.
The collection was made in collaboration with Studio Number One, a Shepard Fairey Company, Adam Weissman of Champ! and manufactured by Family Industries, LA.
PROJECT
National Product Launch
Client
Greenleaf Foods - Field Roast
MEDIUMS
TVC
Social
Online Video
Print
Experential
Studio Number One: LA street artists, muralists and designers
To create the initial art for the streetwear collection, we worked with renowned artists Studio Number One, Shepard Fairey’s design studio, to create a poster and assets, foundational to the collection.
The SS21 Stadium Collection
A five-piece collection of baseball-inspired streetwear including a Short Sleeve Emblem Tee, Stadium Cap, Long Sleeve Glove Tee, Stadium Dog Team Hoodie and Stadium Dog Team Jersey.
A Cookbook, in the style of a Lookbook
To promote the SS21 Stadium Collection we created the first-ever Lookbook Cookbook. Fashion photography of the collection, combined with recipes for the Signature Stadium Dog, featuring Roy Choi.
