#HGS

Hot Girl Summer x Walmart:

Walmart wanted to connect with multicultural Gen Z shoppers through beauty, fashion, and confidence. We partnered with Megan Thee Stallion to turn Hot Girl Summer into a fully shoppable retail experience, redefining summer through style, self-expression, and bold empowerment.

We launched a mobile-first digital film and the viral #HotGirlSummerChallenge, inviting fans to show off their confidence, style, and glow-up rituals. The campaign extended through creator content, a Complex Media partnership, and real-world takeovers like a neon roller rink in NYC and Miami Swim Week activations.

Instead of borrowing culture, we built with it. Megan’s mantra, “You’re Not Drowning My Confidence”, became a rallying cry. By letting creators and fans lead the charge, we made Walmart feel less like a retailer and more like a cultural force during summer’s biggest moment.

• This wasn’t just a brand collab, it was a cultural reset.

• We sparked 1.6B+ impressions, 4x UGC benchmarks, and real lifts in beauty and apparel.

• Walmart became the unexpected, but undeniable, home of Hot Girl confidence, Gen Z creativity, and unapologetic joy.