HEYDUDE

Launching HEYDUDE Country, fronted by Lewis Capaldi, in the UK

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To introduce HEYDUDE Country to the UK market, we set out to create an unmissable launch moment rooted in comfort, community and storytelling - bringing the brand to life in a way that felt authentic, culturally relevant and unmistakably HEYDUDE.

At the heart of the campaign was Lewis Capaldi, whose trademark humour and laid-back energy provided the perfect lens through which consumers, media and creators could experience HEYDUDE Country for the first time. Rather than a traditional launch, we created an immersive, one-night-only experience in Glasgow, transporting guests into a playful headspace inspired by Lewis himself.

Every detail was designed to fuse music, creativity and style - from live performances by local talent to social-first moments built for sharing. Guests explored HEYDUDE mini golf, retro gaming stations, a custom-built Capaldi’s Bar serving drinks inspired by Lewis’s go-to favourites, and exclusive merch drops. Local pizza institution Frank’s added a further cultural layer, serving limited-edition slices created especially for the event.

To amplify the launch and engage a culturally switched-on audience, we partnered with Dazed to activate their community in a way that felt fresh and on-point. Through Dazed Club, we drove over 70 sign-ups via exclusive in-app invitations, supported by teaser content and social storytelling designed to build anticipation ahead of the event.

Product was central to the experience throughout. Every guest left with a pair of HEYDUDE signature shoes, customised live by illustrator Josh Parkin, transforming each pair into a piece of wearable art. Immersive photo moments - including a live photo booth and the interactive ‘DUDE-le wall’ - ensured guests could leave their mark and take home a lasting memory. Even the streets of Glasgow were part of the story, with branded footprints guiding guests through the city to HEYDUDE Country.

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