When the Toronto Raptors - Canada’s only NBA basketball team - made it into the playoffs for the first time in 9 years, the city went crazy. Thousands gathered outside the stadium for the first game while the Raptors General Manager, Masai Ujiri, came out to hype everyone up. The energy continued to climb and in a fit of excitement, Ujiri yelled “Fuck Brooklyn” (referring to the opposing team). The fans erupted in support and it instantaneously became the city’s unofficial rallying cry.
As we saw it happen on TV, our first instinct was to react and react fast. We put the phrase on black t-shirts mimicking the style of the Raptors’ recent rebranding campaign. We then created an instagram account and started selling shirts within two days. Using the media frenzy to our advantage (and a photo with a certain mayor) we sold out within a week.