SOUTH FLORALS x TUA LEIS
A Miami Dolphins quarterback. A South Florida florist. One Samoan tradition worth sharing with the whole city.
Client
South Florals x Tua Leis
Scope
Vertical
Floral · Sports & Culture
Year
2019
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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 —
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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
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The solution
BG built a partnership strategy anchored in cultural authenticity — not athlete endorsement
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Brand partnership framework connecting South Florals with The Tua Foundation
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Launch direction
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.
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The collaboration had to resonate with Dolphins fans
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The product needed to feel authentic to Tua’s heritage
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The launch had to drive both awareness and support for the Tua Foundation