tua LEIS - Game day

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What do flowers have to do with football, fandom, and giving back?

Meet the Game Day ritual

The Challenge

South Florals wanted to go beyond seasonal arrangements.

Enter Tua Tagovailoa, the beloved Dolphins quarterback known not just for his talent, but for his deep ties to faith, family, and Polynesian heritage. His presence in Miami is powerful, and his personal traditions resonate with fans far beyond the field.

The collaboration had to resonate with Dolphins fans
The product needed to feel authentic to Tua’s heritage
The launch had to drive both awareness and support for the Tua Foundation

The Insight

Tua Tagovailoa wears floral leis in moments that matter. In Samoan culture, leis represent love, respect, and celebration. They’re a way to honor people and mark meaningful milestones. For Tua, they’re a powerful expression of heritage.

We saw an opportunity to turn that personal tradition into a community-wide gesture.

By connecting South Florals with The Tua Foundation, we could turn a symbol into a statement and rally a fanbase around something bigger than football.

The Results

We helped South Florals bring

the TUA LEI to life.

Designed Dolphins-inspired leis (in fresh and silk flower options

Made them available in stores and nationwide via pre-order

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

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

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

THIS IS WHAT WE DID - THIS IS WHAT WE DID - THIS IS WHAT WE DID - THIS IS WHAT WE DID - THIS IS WHAT WE DID -

"A New Game Day Tradition”
In Their Own Words

The Tua Foundation is excited to team with up South Florals

Its Game day! If you love tua and the Miami dolphins, Tua Leis became a new part of your game day ritual.