Public Relations Work

Rhuigi Villaseñor x Arizona Coyotes “Desert Collection”

In the spring of 2023, Luis Torres worked with the Arizona Coyotes and spearheaded the public relations campaign to highlight and promote the team’s final “Desert Collection” with Rhuigi Villaseñor, the Coyotes' Creative Strategist.

Both Rhuigi and the Coyotes were committed to blending hockey with culture and Luis was responsible for telling that story in a seamless fashion that was authentic to both parties.

As the public relations specialist, the job entailed executing a strategy for national and local coverage, securing placement in outlets such as Complex, SoleSavy, and Mofongo Kicks as well as local creators such as Welcome to Arizona.

Por La Familia by Who’s Marky SS24

Luis Torres handles the public relations for Por La Familia, a Phoenix-based streetwear brand created by Marky Lopez in 2019. Luis strategized key outlets to promote PLF’s second SS24 drop, led by a soccer jersey and sweat shorts.

The campaign, starring players from Arizona’s professional soccer team, showcased Por La Familia’s ability to combine streetwear and soccer as the world’s biggest game continues to grow stateside.

The PR efforts were solidified by securing Instagram collaborations with @ShopLatinx and @WavyFooty and placement on Complex’s weekly style round-up.

The jersey sold out within hours.