The New York Yankees × Billionaire Boys Club, “Certified New York”
Campaign Strategy · Creative Oversight · Integrated Marketing
Campaign strategy and creative oversight across two releases, evolving “Certified New York” into a downtown wardrobe story shot at Ray’s. Connected audience insight, product priorities and cultural positioning with an integrated retail and digital launch.
The Yankees logo carries meaning far beyond baseball. It appears in music, personal style and the everyday language of New York. For the 2026 collaboration, I saw an opportunity to build on that relevance and reconnect Billionaire Boys Club with a younger audience.
$52.8K in first-two-day sales · $215K+ estimated press media value · Coverage in Complex and Hypebeast
Developed campaign positioning and integrated marketing across two releases, using the Yankees’ cultural relevance to reconnect Billionaire Boys Club with younger, style-driven consumers.
Audience & Positioning
“Certified New York” framed the collaboration as an everyday New York uniform, broadening its appeal beyond sports memorabilia through the city’s influence on music, style, and identity.
Drop II brought that positioning into downtown culture. Firsthand observation of Yankees iconography among the local crowd at Ray’s informed the campaign setting, placing the collection within a familiar environment for the intended audience. Denim, outerwear, and dedicated Billionaire Girls Club storytelling reinforced its relevance beyond baseball season.
Integrated Execution
Directed campaign briefs, messaging, creative approvals, and launch sequencing across social, PR, seeding, email, SMS, e-commerce, and retail. Hero-product priorities and coordinated shopping touchpoints connected audience interest to purchase, supported by alignment across internal teams, European partners, the Yankees, New Era, and LEDE.
