The Secret Girl had a long history or being a bit too sweet and innocent. We reintroduced her in a more modern way by enlisting famous nightlife paparazzi and casting from clubs in NY, LA and MIA. Then we partnered with Jennifer Lopez for a secret launch concert where one lucky winner got to be a backup dancer on her upcoming tour. And we showed up with street teams, sponsorships and “tattoos” at places like Lollapalooza and the US Beach Volleyball Championships. Definitely a hot summer.