The Collaboration That Took Ove…

At this year’s ComplexCon in Las Vegas, where street culture, fashion, and innovation collided, one partnership stood out above the rest: the link-up between Chase Freedom and Awake NY. It was no ordinary collaboration—it was a cultural moment that captivated the 62,000+ attendees and left a lasting impact on the ComplexCon experience. Here’s a breakdown of why this co-branded project was the talk of the town.

The Big Idea: Integrating Financial Literacy with Street Culture

ComplexCon, recently dubbed “Streetwear Disneyland” by The New York Times, drew a diverse crowd from teenagers to A-list celebrities, entrepreneurs, athletes, and artists alike. It was a cultural melting pot where commerce intersected with community.

Freedom is a credit card that celebrates and rewards their cardmembers on purchases that help them express their authentic selves, and ComplexCon was the perfect place to celebrate that kind of expression. By partnering with Awake NY, one of the most respected streetwear brands today, Chase Freedom tapped directly into the heart of this community.

Beyond just sponsoring the event, Chase Freedom embedded itself in the ComplexCon experience. By introducing financial literacy and exclusive cardholder benefits, Chase genuinely connected with attendees and positioned itself as a brand that truly understands the audience’s lifestyle.

The Chase Freedom x Awake NY Tote Bag

No ComplexCon is complete without its share of swag but, this year, the Chase Freedom x Awake NY tote bag stole the show. A total of 20,000 limited-edition bags were handed out across three Chase Freedom booths, quickly becoming the most talked-about item of the weekend.

The bags were everywhere—snapped in photos, featured in ‘fit pics, and even spotted alongside limited-edition sneaker drops and exclusive collaborations. More than being functional (big enough to carry all the goods that were copped), the bags became a must-have accessory emblematic of the event. By Day 2, the bags were gone, with those who couldn’t attend ComplexCon trying to secure their own bag on the resell market, cementing its status as one of the hottest items of the weekend.

Beyond the Swag: Elevating the Chase Experience

Chase Freedom effectively utilized its brand ambassadors to engage directly with attendees, educating them on the benefits offered to cardholders at ComplexCon. This went beyond a typical marketing activation; it was an opportunity for Chase to authentically connect with the young, financially-savvy audience at the event.

While all ComplexCon attendees were able to grab and show off the exclusive bag, those who showed their Freedom card at the gift shop could access a fast-track VIP line; and those who used their Freedom card received a special gift-with-purchase: an Awake NY pillow.

Idea Generation: A Conversation About Life, Legacy, and Financial Growth

On Day 2, Angelo Baque, founder of Awake NY, sat down with Noah Callahan-Bever, Founder and CEO of Idea Generation and Complex’s Chief Content Officer, for a panel conversation that resonated deeply with the audience. Baque, who’s been at the forefront of streetwear for over two decades, opened up about his personal journey—his 10 years of sobriety, the loss of his close friend DJ Clark Kent, and the lessons he’s learned from past financial mistakes.

Throughout the conversation, Baque emphasized the importance of building something from the ground up, drawing a parallel to the process of building credit. This theme resonated with the sponsorship of Chase Freedom Rise, a card designed for those looking to start building their credit. Just as Baque has built the Awake NY brand through perseverance and growth, Rise empowers individuals to take the first step toward financial independence. Baque’s candidness about his challenges and successes offered a powerful, motivating narrative about personal growth, overcoming obstacles, and the value of financial literacy—encouraging the audience to chase their own aspirations, both professionally and financially.

Why it Worked: A Cultural Powerhouse Partnership

In the end, the Chase Freedom x Awake NY collaboration at ComplexCon was a perfect fusion of brand power, cultural relevance, and financial empowerment. Far more than just a stylish tote bag and pillow, it gave attendees both tangible and intangible takeaways: exclusive merch, financial knowledge, and personal inspiration. The tote bags may have stolen the spotlight on the floor, but the real value lay in how Chase Freedom and Awake NY authentically connected with the attendees. That’s lasting impact.