All-Star Weekend

During NBA All-Star Weekend, Lobos 1707 Tequila & Mezcal introduced its Premium West brand world to Complex Market with an immersive Ranch activation beneath the 6th Street Bridge in Los Angeles. The Ranch offered attendees the opportunity to step directly into the brand’s identity. Guests moved through a fully built-out environment featuring pool tables in constant rotation, Booray card games, ring toss challenges, and premium merchandise giveaways, creating a social, high-energy atmosphere grounded in Western tradition. The experience was highlighted by the arrival of the Compton Cowboys, who rode into Complex Market on horseback and into the Ranch footprint. Their entrance immediately shifted the atmosphere, transporting attendees from a festival setting into what felt like an active ranch environment. The visual and cultural impact tied the experience together, reinforcing the authenticity at the core of Lobos 1707’s Western heritage and transforming the activation into a cohesive, fully immersive moment.