Campaign spans X Games, Vans Warped Tour, and the US Open of Surfing in partnership with Initiative and Emergent Media
Emergent Media has partnered with Pacifico® to deepen its presence in action sports culture with the launch of Summer Circuit, a new original social video series connecting the brand's sponsorships of X Games, Vans Warped Tour, and the US Open of Surfing into one continuous story for 21+ consumers.
Developed in partnership with Initiative, Summer Circuit follows a single creator across all three events, spotlighting the people, moments, and experiences that define each stop—from competition energy to festival culture to beachside community—with Pacifico woven throughout as a consistent presence across the summer.
"Today's audiences don't experience brands one event at a time," said Matt Muir, VP of Brand Partnerships at Emergent Media. "Summer Circuit gave Pacifico a way to connect its summer sponsorships into one cohesive narrative, creating a program that delivered greater continuity, broader reach, and more lasting impact."
The campaign ran from June through August 2026 and reflects Pacifico's continued investment in reaching adventure- and culture-seeking audiences through authentic, creator-driven storytelling across the platforms where they're already engaged. Distributed across Emergent's owned organic and paid social media network on Paradise, California Love, and Surfers, the campaign effectively turns three separate sponsorships into a single, scaled cultural moment built for reach, repeat engagement, and authentic brand affinity. Check out the episodes here.
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