September 29th, 2017 (SOHO, LONDON, UK)

BGSE was honored to partner with Jay Ajayi, Advantage One Group and The Supernova to put on the official
line launch and popup shop. Pro Bowler, Miami Dolphins Starting Running Back, Jay Ajayi celebrated the
launch of the highly anticipated lifestyle brand, YURP^ through a creative activation and pop up shop
that took place Soho, London on Friday, September 29th . This creative activation combined fashion, art
and sport whilst introducing YURP^ to the London market through a retail/live art experience. A London
native, Ajayi was excited to launch the international brand in his home city. The launch occurred during week
four of the NFL season, preceding the Miami Dolphins vs the New Orleans Saints on Sunday, October 1st.

The event was vivid and popping with attendance from numerous Professional Athletes and Celebrities
including Ajayi, teammates Jarvis Landry, Kenny Stills, Bobby McCain, DeVante Parker, singer/actress
Chantelle Lee, and more.

Kenny Stills, Jarvis Landry, Jay Ajayi and DeVante Parker

The event featured unique elements of the YURP^ brand

Born in Hackney and growing up in London, Ajayi is deeply in tune with his London roots which has
been much of the inspiration behind the line. The YURP^ collection is a hybrid of athleisure wear and
elevated staples. The pieces are inspired by european sport, with elements of U.S. mid-western
durability. Overarching themes throughout the collection are primal instincts, resilience,

determination, and unlocking ones raw power.

“We are a direct reflection of the mentality we carry, the energy we provide, and the culture we create”-

Jay Ajayi

YURP^ is a collective of creatives, athletes, entrepreneurs and individuals who use mediums such as
fashion, sport, music and art to reinforce self-expression. Understanding one’s potential is the first

step to unlocking the raw power that resides within each of us.

The concept of YURP^ was first created by Jay and his brother Tayo Adewon, (YURP^ Marketing
Director), during the fall of 2016, a very pivotal time in their lives. The brothers used the term
“YURP” to confirm daily activities. From workouts to music, and everyday lifestyle decisions, YURP^
became the term that confirmed it all. Through each of the brother’s journeys and pursuance of their
careers, the use of YURP^ began to bring light to the brothers of the power within each of them; the
power to inspire and the power to create. This inspired the brothers to develop a brand around
YURP^. The brothers will utilize YURP^ as a platform and creative outlet to enlighten and bring

awareness to the talent and power within all of us.

About Jay Ajai

Ajayi moved to the United States when he was 7 years old and soon after began playing American
Football. His passion for the game carried him through his adolescence and earned him a football
scholarship at Boise State University. After an incredible college career, Ajayi entered the NFL draft
in 2015 and was then drafted to the Miami Dolphins. Ajayi has established himself as one of the top
NFL Running Backs and a force on the Dolphin’s offense. Naturally, Ajayi has been greatly involved in

the NFL’s expansion to the U.K. and is the face of the organization.