The Challenge

As PAX scaled rapidly across the US, the brand needed to:

• Establish credibility beyond traditional distribution channels

• Secure high-impact retail placements in culturally influential cities

• Build relevance within fashion and music communities

• Develop structured national marketing and PR infrastructure

• Strengthen investor positioning during funding growth

The objective was to evolve PAX from a product-led technology brand into a culturally embedded lifestyle company.

Strategic Direction

In collaboration with our US partner agency, we supported:

• National go-to-market rollout planning

• Retail partnership strategy and activation

• Cultural and celebrity collaboration development

• Experiential retail launch execution

• Marketing and PR infrastructure build-out

• Strategic positioning during Series C funding

Our role balanced strategic direction with implementation support across key market moments.

Retail & Go-to-Market Activation

Premium Retail Partnerships

We supported the development and rollout of placements across culturally influential retailers including:

• Odin New York

• Opening Ceremony NYC

• Notre Chicago

• American Rag Los Angeles

• Art Basel Miami

These partnerships positioned PAX within premium fashion and lifestyle hubs, elevating perception beyond conventional distribution.

Odin New York Launch

We worked on the partnership from concept through launch execution, including strategic alignment, in-store activation, PR coordination, and event production oversight. The launch embedded PAX within New York’s luxury fashion retail ecosystem and generated strong cultural visibility.

Cultural & Celebrity Collaboration

The Weeknd Collaboration

In partnership with our US agency collaborators, we supported the strategic alignment and rollout of a collaboration between PAX and The Weeknd during his North American tour.

The partnership strengthened cultural positioning within music-driven audiences and elevated brand relevance among younger, trend-forward demographics.

Marketing & PR Infrastructure

As part of the expansion strategy, we contributed to the structuring of marketing and PR operations across the East and West Coast, ensuring:

• National messaging alignment

• Agency coordination

• Influencer and tastemaker outreach

• Campaign implementation consistency

This infrastructure supported rapid expansion and long-term scalability.

Growth Phase Positioning

During this period, PAX secured $46.7 million in Series C funding.

The structured retail rollout, cultural integration, and operational readiness reinforced:

• Proof of retail viability

• National brand relevance

• Cultural embeddedness

• Scalable infrastructure

This strengthened investor confidence during a pivotal funding stage.

As PAX scaled rapidly across the US, the brand needed to:

• Establish credibility beyond traditional distribution channels

• Secure high-impact retail placements in culturally influential cities

• Build relevance within fashion and music communities

• Develop structured national marketing and PR infrastructure

• Strengthen investor positioning during funding growth

The objective was to evolve PAX from a product-led technology brand into a culturally embedded lifestyle company.

Strategic Direction

In collaboration with our US partner agency, we supported:

• National go-to-market rollout planning

• Retail partnership strategy and activation

• Cultural and celebrity collaboration development

• Experiential retail launch execution

• Marketing and PR infrastructure build-out

• Strategic positioning during Series C funding

Our role balanced strategic direction with implementation support across key market moments.

Retail & Go-to-Market Activation

Premium Retail Partnerships

We supported the development and rollout of placements across culturally influential retailers including:

• Odin New York

• Opening Ceremony NYC

• Notre Chicago

• American Rag Los Angeles

• Art Basel Miami

These partnerships positioned PAX within premium fashion and lifestyle hubs, elevating perception beyond conventional distribution.

Odin New York Launch

We worked on the partnership from concept through launch execution, including strategic alignment, in-store activation, PR coordination, and event production oversight. The launch embedded PAX within New York’s luxury fashion retail ecosystem and generated strong cultural visibility.

Cultural & Celebrity Collaboration

The Weeknd Collaboration

In partnership with our US agency collaborators, we supported the strategic alignment and rollout of a collaboration between PAX and The Weeknd during his North American tour.

The partnership strengthened cultural positioning within music-driven audiences and elevated brand relevance among younger, trend-forward demographics.

Marketing & PR Infrastructure

As part of the expansion strategy, we contributed to the structuring of marketing and PR operations across the East and West Coast, ensuring:

• National messaging alignment

• Agency coordination

• Influencer and tastemaker outreach

• Campaign implementation consistency

• This infrastructure supported rapid expansion and long-term scalability.

Growth Phase Positioning

During this period, PAX secured $46.7 million in Series C funding.

• The structured retail rollout, cultural integration, and operational readiness reinforced:

• Proof of retail viability

• National brand relevance

• Cultural embeddedness

• Scalable infrastructure

This strengthened investor confidence during a pivotal funding stage.