Barefoot, a longtime ally of the LGBTQ+ community, was determined to make a splash at the NYC Pride March. They wanted to create an experience that would not only wow the over 2 million Pride attendees but also solidify Barefoot’s position as a champion of the community.

Boombox came to the rescue by designing a parade float activation that captured the cultural buzz surrounding ballroom culture. A DJ blasted infectious ballroom beats as 40 voguers took to the catwalk in a fierce live competition.

To amplify the energy, 100 members of Barefoot’s LGBTQ+ Employee Resource Group joined the march, interacting with the crowd, holding up themed signs (“10s,” “Werq,” “Slay,” “Yaaaas Queen”), and waving massive Barefoot rainbow flags.

To top it off, Broadway’s “Kinky Boots” and FX’s POSE icon Billy Porter graced the float with his presence, further elevating Barefoot’s recognition and brand credibility.