#BR99 was an experimental, sports-inspired, pop-up retail destination in New York presented in collaboration between Bleacher Report and Kith on 79 Greene Street over a course of 8 days and acted as the brand's first foray into the experiential space. The multi-floor exhibition housed an apparel collaboration with Ronnie Fieg’s New York brand Kith for 4th of July, a “Social Customization Lab” to create personalized sports memes just like you see go viral on our instagram accounts, specially curated artwork, a lounge area, and KITH Treats’ first Manhattan location. Garnering over 6200 visitors the event generated nearly 45 Million engagements across social platforms while garnering mainstream media buzz in the likes of GQ, Vogue and Hypebeast.
"This is about New York. This is about Brooklyn. Queens. The Bronx. Harlem. Staten Island." - A$AP FERG ON #BR99
The challenge for me and Bleacher Report as we set about launching this Kith x BR pop up shop with the help of The Madbury Club was about taking the digital presence that we have and going physical, which isn’t exactly the norm for media companies right now, but it is the future. People want to connect with the brands that they are engaging with online. BR99 is about briding that gap between the culture and the sport. The 99 in the name is a homage to classic sports jerseys (think: Warren Sapp, Wayne Gretzky and many other iconic players) and retail as a nod to the price of items at the bodega being .99 cents. Kith partnered with the social voice of sports to release a special capsule exclusively at our one-of-a-kind sports exhibition as we drew tons of fans in with our exclusive Media Lab and Panels. Bringing the one of a kind media lab was my remit, where fans could take our digital and social viral pieces and insert themselves into it, giving them a coveted super personal bespoke memento that deepened our relationship with some of our most integral and important consumers in the NY market.