Continuing to build its presence and ties to the fashion world,  Stella has launched a promotional partnership with POTR by Yoshida & Co. and basketball star Kyle Kuzma. 

The venture includes an exclusive new tote bag designed by POTR by Yoshida & Co. that, along with Kuzma, will be featured in-store signage, custom cans and digital content across Stella’s properties. The campaign, called “Secure the Bag,” will also include a sweepstakes with prizes including a limited edition of POTR’s “Flex 2 Way Helmet” tote and a chance to take a $10,000 fashion shopping spree with Kuzma. 

“Both Kyle Kuzma and POTR by Yoshida & Co.  exemplify what we call ‘The Life Artois,’” said Marcela Garcia, vice president of marketing and sales for Stella Artois. “As we were exploring how to bring the ‘Secure The Bag’ campaign to life, we knew we wanted both of them to be involved in some capacity.” 

To participate in the sweepstakes, consumers can scan QR codes that are present on the in-store signage and special “Secure the Bag” cans. The cans will be rolling out to retailers this month, and the sweepstakes will run until October 1.  

 “As the leading modern-premium beer brand, we believe in elevating the everyday, and Kyle is someone who makes premium feel fresh,” Garcia said. “We’re thrilled to work with him as we continue to establish ourselves within the fashion industry.”

Stella’s “Secure the Bag” campaign is intended to further build the brand’s reputation in the fashion space, following last year’s collaboration with Palace Skateboards. That effort helped build the brand’s reputation among younger consumers, Garcia said. 

“The new generation of consumers are a vibrant, diverse and engaged community and we believe that fashion is an exciting platform in which we can relate to their passions,” Garcia said. “We love using style and fashion as our platform because, while it is unique to everyone and everyone interprets style differently, it is a shared language of self-identity and expression.”