Neither the scorching mid-morning sun nor the early-afternoon showers could put a damper on the proceedings of GenXS Carnival’s road march, which took over the streets of New Kingston on Sunday.

Revellers dressed in attractive costumes chipped up and down the streets in wild abandonment as they danced up a storm to various soca nuggets executed by the likes of DJ Gabby, DJ Kevy, DJ Doc and New York-based DJ Rashade.

Scores of onlookers lined the sidewalks jamming to the music, while others waved flags or merely observed the proceedings.

Several well-known names were among the onlookers including Solid Agency’s Sharon Burke with Olympian Asafa Powell being among the costumed revellers.

“This is my third time marching with GenXS and I like it. It’s youthful and it’s trendy,” Powell told the Jamaica Observer.

He shared a highlight from the road march.

“Just being out here and enjoying the vibes, my wife is on the truck because she’s pregnant but we are having a good time,” said Powell.

Smirnoff is the title sponsor for GenXS, a partnership that began three years ago.

“We’ve been a partner for the past three years, and this year we decided to come on as title sponsor. It’s really just adding to the good work that GenXS has been doing since they came into the market,” Smirnoff’s Assistant Brand Manager Lasana Wilson told the Jamaica Observer.

Smirnoff’s associated brands including Johnnie Walker, Red Stripe and Rum Stripe were also enjoyed by revellers during the road march.

Said Wilson, “We have a lot of things involved today and we’re happy to be in the road with GenXS. We really get a chance to connect with our consumers by giving them the products that they love.”

The company also used the occasion to launch its newest product Rum Stripe Grapefruit.

Sponsorship manager for GenXS Kibwe McGann says he was excited about the day’s execution.

He told the Jamaica Observer, “We are super proud. Last year we took a lot of licks and this year we really invested in the product and what you’ve seen here today, is the result”.

Asked why Emancipation Park was chosen as the location for the band’s base on the day, McGann noted that it facilitated the band’s plans to add another element to its offering.

“We wanted to give back to Jamaica by having this free concert here with Kes the Band.”

He also spoke about the band’s association with title sponsor Smirnoff.

“They believed in us from day one and this is the culmination of a good effort, because they saw the vision,” said McGann.

GenXS carnival goers take over the streets of New Kingston (Karl Mclarty)

This GenXS reveller shows off her Itoshii costume during Road March 2025. (Karl Mclarty)

This GenXS carnival goer brought the energy to the road (Karl Mclarty)