The PFK Static Puffer was built on a custom PFK mesh-bonded outer fabric with a 90/10 duck down fill and a removable hood. Each one came with a ski mask in the same custom PFK print, tucked into an inside pocket. It came in two colourways, multi colour and multi black/grey.

The following week came the second teaser: “3M reflective balaclava & scarf.” Both were knitted with reflective yarn and carried the GDUP Handstyle logo, and the teaser showed them lighting up under a phone camera’s flash.

The short films kept coming. One asked whether GEEDUP had got the latest Play For Keeps hoody wrong; the answer was 380gsm fleece with oversized PFK terry towel embroidery running sleeve to sleeve. Another described a piece as “a beautiful blend of 74% cotton and 26% polyester, with a sprinkle of custom hardware topped with our Handstyle logo - bliss!”

The delivery had a kids’ line too: Handstyle tracksuits in 350gsm fleece, introduced as “Lil Dons. #NextGen”.

Around them sat Handstyle hoodies and trackpants in black/baby blue and maroon/cream, Signature hoodies with chain-link embroidery and a Quality Goods rubber badge, PFK G Sportsman hoodies, G Ripstop Pants 2.0 and G trucker hats with a “Problem” woven patch. For the campaign, GEEDUP wrapped a Ferrari F8 in its own graphics. “We gave the Ferrari F8 a facelift,” it wrote, and on release day the lookbook preview asked: “which pieces are you aiming at?”

Five days after release GEEDUP published the first episode of Behind The Brand on YouTube: 18 minutes behind the Delivery 06/24 campaign, from the wrapped car to the set, with Jake Paco talking through it. It became a series that followed the deliveries after it.