01 / the new york yankees x billionaire boys club
CULTURAL COLLABORATION + INTEGRATED LAUNCH
DISCIPLINES
Partnership Strategy / Campaign Architecture / Content / Talent + Community / Retail + Experience
Directed a GLOBAL integrated launch architecture that connected two established brands through a shared New York cultural territory across narrative, content, community, retail and commerce.
02 / context
the opportunity
A collaboration between two globally recognized brands could easily be reduced to product and logo recognition.
The opportunity was to uncover the cultural territory the New York Yankees and Billionaire Boys Club could credibly share, and translate that connection into a launch with meaning beyond co-branded merchandise. The campaign needed to speak to sport, fashion and culture while remaining authentic to each brand’s distinct audience and identity.
THE CENTRAL TENSION:Create something that felt culturally specific to New York without relying on familiarity alone.
03 / STRATEGIC direction
THE STRATEGIC DECISION: MAKE NEW YORK THE CONNECTIVE IDEA, NOT SIMPLY THE LOCATION.
RECOGNIZED
Both brands carried cultural meaning beyond their core categories. Their strongest intersection lived in New York’s influence on sport, style, music and identity.DECIDED
Position the collaboration as a New York cultural story, then build the launch around locally resonant content, talent, community participation and connected retail moments.WHY IT MATTERED
This moved the partnership beyond logo proximity. Each brand could retain its own identity while contributing to a larger narrative grounded in shared cultural equity.04 / connected system
the architecture
A shared New York story connected the partnership idea to cultural participation, launch visibility and commerce.
SHARED EQUITY ⟶ NEW YORK NARRATIVE ⟶ TALENT + COMMUNITY ⟶ CAMPAIGN CONTENT ⟶ LAUNCH/GTM
The cultural influence of both brands established the common ground.The city’s relationship with sport, style and identity became the central campaign idea.Culturally relevant voices and community touchpoints gave the collaboration credibility.Owned and partner channels* connected campaign interest to product consideration and purchase. *Global owned retail + partner stadium retail channel strategy *Secured partnership with Klarna for e-commerceVisual storytelling translated the partnership into a distinct, recognizable brand world.⟶ RETAIL + COMMERCE
PR, social and physical brand moments created coordinated discovery and participation.05 / STRATEGY IN MARKET
the execution
The collaboration launched as a global, omnichannel campaign that connected cultural storytelling, high-visibility media, talent, community and commerce across one coordinated release.
01 / global campaign platform
Built a unified campaign system that translated the New York Yankees × Billionaire Boys Club collaboration across global social channels, brand websites, digital content, PR, retail and in-market experiences. The strategy maintained a consistent creative and cultural point of view while allowing each channel and market to express the launch in a relevant way.02 / outdoor advertising
Extended the campaign into the physical landscape through outdoor advertising, creating broad visibility and establishing the collaboration as a major cultural moment beyond owned brand channels. The placements amplified the campaign’s New York identity while supporting awareness and launch momentum across key markets.
03 / yankee stadium launch event
Created a high-profile launch moment at Yankee Stadium, bringing together Pharrell Williams, friends and family, Yankees talent and invited social media creator guests. The event transformed the collaboration from a product release into a live cultural experience rooted in sport, music, fashion and community.
05 / klarna ecommerce partner
Secured a significant sponsorship investment from Klarna to build an e-commerce activation around the Yankees × BBC collaboration.
The partnership connected campaign storytelling, digital distribution and commerce, giving Klarna a credible role in the consumer journey while expanding the resources available to drive product discovery and conversion.04 / global digital ecosystem
Coordinated launch storytelling across global social accounts and brand websites. The digital ecosystem created multiple entry points into the collaboration while maintaining a consistent narrative across channels, including outdoor, event, social, digital, PR and retail touchpoints around one global go-to-market strategy.
06 / press + cultural amplification
Generated extensive press coverage around the collaboration, the Yankee Stadium launch, Pharrell’s first pitch and the broader intersection of sport, fashion and music. PR extended the campaign beyond paid and owned media, positioning the launch as a culturally relevant partnership rather than a conventional merchandise drop.07 / in-store retail strategy
Translated the campaign into a coordinated retail experience through in-store presentation, product merchandising, visual storytelling and launch communications. Retail environments gave audiences a physical expression of the collaboration and connected campaign awareness to product discovery and purchase.06 / THE IMPACT
The campaign strengthened the collaboration by giving it a clear cultural premise, allowing product, content, community and retail to reinforce the same idea.
cultural relevance
Turned both brands' shared New York equity into a campaign narrative rooted in sport, style and community.audience discovery
Widened discovery through coordinated partner channels, cultural voices and community moments.partnership value
Gave each brand a distinct, connected role so neither identity overwhelmed the other.go-to-market
Built one connected launch across narrative, content, PR, social, retail, experience and commerce, driving 50%+ sell-through in two weeks.