GEKKO

A Miami Dolphins quarterback. A South Florida florist. One Samoan tradition worth sharing with the whole city.

Client

South Florals x Tua Leis

Scope

Brand Partnership, Campaign Strategy, Cultural Storytelling

Vertical

Floral · Sports & Culture

Year

2019

02

The problem

Tua Tagovailoa has worn floral leis at meaningful moments throughout his career — a deeply personal expression of his Samoan heritage. Leis represent love, respect, and celebration. For Tua, they mark the milestones that matter.

South Florals is a Miami institution. But outside the floral industry, it was a brand without a cultural story that could cut through the noise of a sports-obsessed city.

THE DIGITAL EXPERIENCE HAD TO —

01

Give South Florals a cultural identity that resonated with Miami’s fanbase

02

Honor the meaning behind Tua’s tradition without reducing it to a marketing stunt

03

Turn a personal ritual into a shared game day moment for an entire community

02 · THE INSIGHT

Miami rallies behind athletes. But it remembers the ones who bring their culture with them

Tua’s leis weren’t a prop — they were a statement of identity. The opportunity wasn’t to sponsor an athlete.
It was to co-author a tradition. By connecting South Florals with The Tua Foundation, BG could transform a private expression of heritage into something the whole fanbase could participate in.

BRAND PLATFORM

A new game day tradition. Rooted in culture.

03

The solution

BG built a partnership strategy anchored in cultural authenticity — not athlete endorsement

01

Brand partnership framework connecting South Florals with The Tua Foundation

02

Cultural narrative positioning Tua Leis as a game day ritual, not a product

03

Media/influencer activation

04

Community storytelling designed to make fans feel like participants, not consumers

04

Launch direction

The Activation

Tua Leis launched as a game day ritual — a way for Dolphins fans across South Florida to wear the same symbol of pride and heritage as their quarterback.

01

The collaboration had to resonate with Dolphins fans

02

The product needed to feel authentic to Tua’s heritage

03

The launch had to drive both awareness and support for the Tua Foundation

05

The outcome

Gekko’s digital presence now hits as hard as the restaurant itself.

01

Designed Dolphins-inspired leis in fresh and silk flower options

02

Made them available in stores and nationwide via pre-order

03

Connected proceeds to The Tua Foundation’s mission of supporting youth, health, and wellness

01

Connected proceeds to The Tua Foundation’s mission of supporting youth, health, and wellness

02

Hosted a tailgate activation to engage fans at the stadium and give them a chance to win exclusive merch

03

Positioned the lei as the newest Game Day tradition for Dolphins fans everywhere

When culture leads the strategy, the community doesn’t just follow — it participates.