WE OUTSIDE
Description
Game 4 was the kind of Knicks win New Yorkers will be talking about for years. The team pulled off the largest comeback in NBA Finals history, and the city has not stopped buzzing since.
Today, Pepsi is bringing that energy to the streets with "WE OUTSIDE," a real-time campaign that turns photos of actual Knicks fans, captured during last night’s historic win and Game 3, into billboards across New York City.
Shot by NYC photographers @shottinyc and Jack Underwood, the campaign documents the emotion surrounding this playoff run as it unfolds, spotlighting fans from street corners to bars outside MSG. Those images are then transformed into digital billboards soon blanketing the city, beginning today outside MSG.
Every face is a real fan, capturing real, unfiltered emotion in the moment – surprise, excitement and disbelief, all with a Pepsi in hand. Pepsi has long been part of New York’s fabric, from the iconic Pepsi-Cola sign in Queens to nearly a decade inside Madison Square Garden alongside Knicks fans at every home game. Now Pepsi is taking that same energy outside, capturing the city’s celebration in real time.
This builds on Pepsi’s recent “Knicks Fans Deserve Pepsi” collector can scavenger hunt and will continue refreshing with new fan imagery throughout the series, giving New Yorkers a chance to see themselves, their friends and the city’s energy reflected on Pepsi billboards across NYC.
Fans should keep an eye out for the Pepsi camera crew around the city. The best Knicks energy could end up on a billboard nearby.
The Knicks are back, and Pepsi is right there with them.
This professional campaign titled 'WE OUTSIDE' was published in United States in June, 2026. It was created for the brand: Pepsi, . This Experiential and OOH Outdoor media campaign is related to the Sports industry and contains 4 media assets. It was submitted 11 minutes ago.
