Connecting people by providing a stage where everyone can be themselves is the driving force behind the collaboration between BACARDÍ, the world’s most celebrated rum, and Amsterdam-based streetwear-inspired luxury brand Filling Pieces. The collaboration kicks off at Lowlands in anticipation of the Amsterdam Dance Event, a local highlight for both brands.

The partnership between these two brands is a natural fit. Beyond their shared passion for music and streetwear, they are united in their desire to bring people together. BACARDÍ aims to create adventurous moments, encourage self-expression, and empower individuals to showcase their authentic selves. Filling Pieces embodies independence, creativity, and ambition, believing that our unique differences actually unite us. This collaboration is part of BACARDÍ’s ‘Do What Moves You’ platform, through which the brand embraces authenticity. So gather your friends, put on your Dancing Shoes, step into someone else’s shoes, and follow your own rhythm!

This campaign exemplifies the beauty of creating together and stepping into each other’s shoes. The kickoff takes place during Lowlands 2023 at Casa BACARDÍ (Hacienda), where the sounds of the Latin-Caribbean (Sound of Rum) resonate, and where everyone is encouraged to feel free to be themselves: ‘Do What Moves You’. In October, the collaboration will be celebrated with an exclusive BACARDÍ x Filling Pieces capsule collection. This time, on the stage of the Amsterdam Dance Event, reviving the spirit of BACARDÍ’s grand family parties through a musical explosion in the rhythmic heart of the city. The sense of family in working with Filling Pieces was crucial for BACARDÍ from day one. 

“We’re excited to collaborate with our friends at Filling Pieces, allowing us as a team to provide consumers with the opportunity to embrace their identity and be guided by what moves them. With Filling Pieces, we found the adventurous and free spirit that BACARDÍ also represents, born out of craftsmanship. Music is a cornerstone we both encourage, as seen at Parookaville in Weeze, Germany, where we made our first moves together this past July. For us, this collaboration highlights our love for music, sneakers, and self-expression in a meaningful way.”

Robin de Bruijn, Brand Director BACARDÍ Benelux & DACH

In recent years, Filling Pieces has built a global community of artists, performers, and creatives who use the brand to express themselves. Guillaume Philibert, Founder and Creative Director of Filling Pieces, is also looking forward to this collaboration: “I’m very excited about this partnership. Both brands promote music, talent, and expressing your own style – which is crucial for us in this project. We’re combining our crafts and expertise with BACARDÍ, and it’s fantastic!”

The ‘Do What Moves You’ platform isn’t limited to the Netherlands; the global rum brand also launched a collaboration with well-known American streetwear brand Stadium Goods in June of this year. This includes a pop-up store in New York City and digital sneakers (NFTs) in partnership with streetwear icon and artist Jeff Staple.