The Royal Pop-Up All-Star Weekend - NBA


Crown Royal Regal Apple


Strategy, Talent Management, Experience


Chicago, IL — February 2020

In partnership with Crown Royal Regal Apple, Brand New presented The Royal Pop-Up, a one-stop shop for everything crisp, highlighting an exclusive talent partnership with Chicago-based Designer and Creative Director Joe Freshgoods. The event featured custom merch items and a variety of lifestyle experiences and services.

Timed to the NBA All-Star Weekend, a key cultural tentpole at the intersection of fashion and basketball, CRRA put a spotlight on the Windy City. To align with the brand’s mission of giving back to culture, The Royal Pop-Up featured services by local individuals who embodied Chicago’s New Royalty. Held over the course of two days, The Royal Pop-Up featured numerous CRRA experiences at the center of brand pillars like sports, art, fashion & music. It was widely attended by consumers, media, talent, and influencers across multiple verticals.