The dual-city activation featured a performance by rapper Rich the Kid at New York’s 00:00 Nightclub, while Hong Kong’s Zerve venue hosted a parallel event for influencers and football fans. These gatherings served as a proof-of-concept for the brand’s strategy of merging Tier-1 musical talent with global sporting events to capture younger, experience-focused demographics.
Abel Zhao, CEO of CSTS, described the launch as a scalable model intended to integrate sports, lifestyle, and community engagement. By leveraging its existing status as a FIFA World Cup hospitality partner and its partnership with Connexus Travel, the firm plans to transition these one-off events into a recurring international IP. Moving forward, CSTS intends to apply this framework of artist partnerships and experiential production to other major cultural and sporting properties, including Formula 1 and the Waterbomb festival circuit.
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