BODEN launched Mic Check con Myke Towers, a multi-phased campaign to introduce Rockstar Energy’s new brand positioning and visual identity, while leaning into Towers’ own story that has inspired a new generation of Latin urban music artists and fans. Aspiring Latin urban music artists were invited to submit original songs for a chance to open for Towers in 2024. Nearly a thousand entries were received from across the United States and Puerto Rico. Towers personally selected GiL, a 25-year-old artist from Puerto Rico, as the winner. As a result of the announcement, the rising star received prominent national morning show coverage in U.S. Hispanic media, artist development support and the Rockstar Energy treatment to help launch her career.