PAX Labs partners with The Weeknd as the company aims to dominate fashion and music culture
PAX Labs announced the company’s latest partnership this week, proving once again that PAX is the Vaporizer of choice in today’s trendiest of locals. The company detailed the new limited-edition PAX 2 vaporizer, which PAX Labs designed in partnership with Canadian singer-songwriter and Billboard chart-topper, The Weeknd.
PAX Labs is an official co-sponsor of his North American “The Madness” Fall tour, which kicks off tomorrow in Toronto. This just the latest promotional event that PAX has introduced over the past few months, making an impact at Fashion Shows, musical events and television series like “Broad City” as it connects with a larger and larger demographic.
The PAX marketing and design team have been killing it on the social-scene, connecting with top-talent as Vaporizing becomes more and more popular. Behind almost every runway, music-tour, red carpet and product announcement this year was a colorful PAX 2 in the hands of the talent or crew, and the company seems to be just getting started. I’ve been a huge supporter of PAX for the past few months as well and I’m happy to see Vaporizers becoming a more standard choice at these events (if just for the health benefits over smoking and or burning products on a large scale).
The Madness Tour Limited Edition PAX 2 (MSRP $324.99) features an exclusive black shell with signature artist branding, including an engraved “XO” logo, custom programming with a yellow LED light, and hidden features. It will be sold alongside the tour’s merchandise at each concert and will be available for purchase in-store at select PAX boutique retail partners nationwide, as well as online on PAXvapor.com.
“As one of the most exciting and relevant musicians today, The Weeknd was the ideal artist for an exclusive PAX 2 device collaboration,” said PAX Labs CMO Richard Mumby. “Abel has a distinct and discerning style, and he has provided a new and unexpected way for us to showcase our brand. We are always looking for new ways to connect with our customers and fans, so this was the perfect opportunity to bring together The Weeknd’s style with our technology.”
In addition to the release of the limited PAX 2 device, PAX will have a presence throughout the duration of the “The Madness” tour, including special backstage VIP activations and an in-store event with the star at Toronto’s premier menswear boutique Nomad celebrating an exclusive retail partnership. PAX’s relationship with The Weeknd marks the latest step in the brand’s embrace of forward-looking fashion and music culture, as well as in its well-regarded strategy to tap influential design and retail partners to position the tech-driven device maker as a luxury lifestyle brand. In the last year, PAX has partnered with fashion designer Richard Chai for New York Fashion Week: Men, with Opening Ceremony for their spring/summer 2016 fashion runway show, and hosted a surprise after-party with Toro y Moi at the Outside Lands Music Festival.
“Music and fashion have always been a natural fit for PAX,” Mumby explained. “Since our early days, these communities have been supporters of PAX, and they continue to be a significant means of expression for our fan-base.”