How PUMA x Skepta Turned an Ice Cream Van into the Coolest Brand Activation of the Summer

Puma x Skepta x Dessert Ice Cream Club

When you think of a music festival, you think of heat, energy, and the buzz of the crowd.

At Finsbury Park this summer, PUMA and Skepta took that energy and served it ice cold.

The Skope collection launch wasn’t just about unveiling new pieces; it was about creating a destination.

That destination? A fully branded Dessert Ice Cream Club van, wrapped top-to-bottom in Skope’s signature black-and-blue ice textures.

Over the weekend, festival-goers lined up for ice-cold slushies and stepped right into the world of Skope. They browsed exclusive merch, posed for photos, filmed videos, and shared it all online. This wasn’t just a giveaway, it was a living, breathing billboard that people could touch, taste, and talk about.

The impact was huge:

• Non-stop UGC flooding Instagram, TikTok, and Stories

• A natural meeting point for friends mid-festival

• Hands-on brand interaction that connected style with experience

This activation worked because it went beyond visibility, it invited people in. It was the kind of setup that made people stop, stay, and share, extending the campaign’s reach far beyond the park.

At Dessert Ice Cream Club, we create these moments for brands. Whether it’s a product launch, tour, pop-up, or PR stunt, our vans become your brand’s stage; fully wrapped, custom-stocked, and staffed to deliver an experience that gets remembered long after it’s over.

📩 If your next activation needs more than just visibility, let’s make it unforgettable. Enquire today to see how a branded van can bring your story to life.