words // Brennan Hiro Williams

Although SXSW has grown considerably in scale and magnitude, PUMA brought its presence to the event this week with a more traditional South By approach. 

An extension of the PUMA Social Club, the PUMA Social Truck includes everything from drinks and music to mini air hockey games -- "everything you need to celebrate the state of play and bring out some friendly competition."

Thursday's musical lineup featured several artists, including XXL Freshman Class members Asher Roth ('09) and Hopsin ('12), DJ Robert DeLong and Down With Webster. 

The festivities continue through tomorrow, March 17.