Uncle Drew

Matt Hay
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Pepsi engaged Fuse to launch the new line of Uncle Drew Apparel at NBAAll Star 

Pepsi’s Uncle Drew has been featured in viral videos, national TV commercials, and even a feature film. Consumers had not been able to buy Uncle Drew apparel until Pepsi and NBA star Kyrie Irving partnered to develop a new line of Uncle Drew clothing.  

Because of logistical restrictions during NBA All-Star Weekend, Fuse had less than 24 hours to stage a one-of-a-kind consumer event. Pepsi and Fuse collaborated to create a pop-up restaurant and retail space to launch the Uncle Drew apparel line. Inspired by a series of Pepsi Uncle Drew TV commercials, the space was designed to mimic the pizza restaurant that Uncle Drew hangs out in with his crew. The activation included exclusive product drops, appearances by NBA legends, and meet and greets. And of course, consumers were served free pizza and Pepsi.   

The program resulted in media coverage from major sports and lifestyle publications, millions of social impressions, and the successful launch of the product line which sold out immediately.

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