Pepsi Celebrates Knicks Championship With Real Fan OOH Campaign Across New York
The New York Knicks ended a championship drought spanning more than five decades, and Pepsi made sure the city’s celebrations became part of its latest advertising campaign.
Created with THE TEAM, formerly Wasserman, the “We Outside” campaign documented the emotional reactions of fans throughout the NBA Finals.
Capturing Real-Time Championship Celebrations
As Knicks supporters filled the streets around Madison Square Garden and throughout Manhattan, photographers Shotti NYC and Jack Underwood were sent directly into the celebrations.
Their mission was simple: capture authentic moments that reflected the passion, excitement, and pride of the fanbase.
From Street Celebrations to Billboards
Rather than relying on staged photography or celebrity endorsements, Pepsi built the campaign around real fans experiencing a historic victory.
The candid images were quickly transformed into outdoor advertisements across New York City, creating a campaign that evolved alongside the championship run itself.
Celebrating a City-Wide Tradition
The areas surrounding Madison Square Garden and Times Square have long served as gathering points for Knicks supporters after major victories.
Pepsi, which has been served at Madison Square Garden for nearly a decade, used this cultural ritual as the foundation for the campaign.
Authenticity at the Heart of the Creative
The campaign places Pepsi’s iconic globe logo directly within scenes of celebration, allowing the brand to become part of the fans’ collective story rather than dominating it.
This approach helps the creative feel organic, reinforcing the emotional connection between the city, the team, and the people who supported them.
What Brands Can Learn From This Campaign
“We Outside” demonstrates the power of authenticity in sports marketing.
By documenting real moments instead of manufacturing them, Pepsi created a campaign that feels culturally relevant, emotionally resonant, and deeply connected to the community it celebrates.
Summary
As the New York Knicks captured their first NBA Championship in more than 50 years, Pepsi launched “We Outside,” a campaign built entirely around authentic fan celebrations.
Working with THE TEAM and photographers Shotti NYC and Jack Underwood, the brand transformed real-time images of Knicks supporters into billboards across New York, capturing the emotion and energy of a historic sporting moment.
Frequently Asked Questions
It is an outdoor campaign celebrating the New York Knicks’ championship through real photographs of fans during city-wide celebrations.
The campaign was developed with THE TEAM and featured photography by Shotti NYC and Jack Underwood.
Because it featured authentic moments captured during real celebrations rather than staged promotional content.
Brands can create stronger emotional connections by documenting genuine cultural moments instead of manufacturing them.
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