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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
01

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

A florist became a cultural anchor in Miami’s sports community.
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.
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