Always, Sue


Crown Royal


Strategy, Experience


Chicago — July 2022

Anchored in Crown Royal Regal Apple's commitment to sports and culture, Brand New developed an immersive experiential platform inspired by the unique partnership between the brand, Franchise magazine and WNBA legend, Sue Bird, who brought freshness to the game and inspired generations of ballers to show up as themselves.

In her final season with the league, and timed to the highly anticipated Franchise Issue No 7 drop, Brand New created an interactive gallery exhibit which took guests through walking narrative, surrounded by a custom basketball inspired focal bar, a retail pop up offering up limited edition fits and a party vibe that kept the drinks flowing and people moving.