Following our successful debut at the brand-new Kai Tak stadium, we returned for a historic milestone: the *50th Anniversary of the Hong Kong Sevens. For this golden jubilee, the scale of the event exploded. Pyjama was trusted not only to massively expand the tournament's merchandise footprint but also to manage two major concurrent events within the festival ecosystem: Primal at the Kai Tak Youth Sports Ground, and the The Asia Pacific Padel Tour (APPT) over at the Fan Village.

The Challenge
Managing three major international stakeholders simultaneously is always a juggling act, but this year threw us a massive curveball. Due to airspace closures stemming from the Middle East situation, our overseas partners faced severe travel disruptions and significant arrival delays. Coordinating everything locally under tight, unpredictable timelines put our team’s agility to the ultimate test.

On top of the logistical hurdles, our merchandise goals were loftier than ever. After hitting our targets last year, we had to rapidly scale up operations. We expanded our retail presence from just two stores to seven distinct outlets, stretching across the South Stand, Kai Tak Mall, and premium Hospitality zones. If that wasn't enough, we also launched two high-traffic pop-up activations for the Hong Kong Jockey Club’s special race days at both the Happy Valley and Sha Tin racecourses.

The Result
Despite the international shipping and travel chaos, the 50th anniversary was a phenomenal triumph. Our team managed the sprawling, multi-site operations seamlessly, ensuring shelves were stocked, POS systems were flawless, and the electric energy of the Sevens was felt across every venue.

Once again, we smashed our merchandise targets across all seven locations and racecourse pop-ups. It was a milestone weekend worthy of a 50th anniversary, and we already can't wait to get back to this beautiful stadium for the next round!