To celebrate the launch of Tyrese Haliburton’s first-ever signature sneaker, the PUMA Hali 1 Opal, Team Epiphany partnered with PUMA and Foot Locker to bring Hali Mart to life, a one-day immersive pop-up rooted in Indianapolis pride and Haliburton’s personal story. Activating in downtown Indy, we transformed a retail space into a grocery-store-inspired takeover that connected product, culture, and community in an unexpected way.

Timed as an Indy-exclusive pre-launch, the experience featured limited access to just 317 pairs of the Hali 1 Opal colorway, nodding to the city’s 317 identity. Fans were immersed in custom-designed environments including a branded “freezer” photo moment, exclusive giveaways, and design details developed in collaboration with Tyrese Haliburton and footwear designer Salehe Bembury. With appearances from Haliburton and Bembury on-site, the activation drove strong local turnout and national buzz, earning coverage from outlets like Complex and BR Kicks and cementing the Hali 1 debut as a true cultural moment.