To launch LaMelo Ball’s Puerto Rico-inspired MB.06, PUMA Hoops tapped SmartMagic to create an experience rooted in the island and the community that has embraced him.

Guided by “La Isla Sabe,” or “The Island Knows,” we approached the launch as a love letter to Puerto Rico, grounding every touchpoint in the people, places and traditions that make the island what it is.

The day began with a youth basketball clinic for more than 100 local athletes before turning up the energy for LaMelo’s Jangueo en Bayamón, a neighborhood block party bringing together basketball, music, food and local culture. For the launch of the MB.06, we also reimagined Foot Locker as LaMelo’s Colmado, transforming the familiar neighborhood staple through a distinctly LaMelo lens.

Built alongside Puerto Rican creatives, producers and vendors, the experience celebrated the relationship between LaMelo and one of his most passionate basketball communities while giving that love right back.

Client: PUMA Hoops
Season: Summer 2026
Key Role: Creative Director, Copywriter
Key Assets: Creative strategy, experiential concepting, event identity and storytelling, retail experience, youth basketball clinic, live event programming, press and communications