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Chicago Cubs

Taking the Cubs brand to the top of its game.


The Cubs were heating up as playoff contenders and we wanted to do something special to fire up the fans. How about that old flag that’s been flying on and off in the outfield for the last 80 years?

Cubs fans are a passionate, loyal bunch. And while they’ve always stuck with us as “lovable losers,” let’s show them how to embrace our new status as winners with a new piece of brand iconography.


Creation and launch of the #FlyTheW campaign across broadcast, social and PR platforms.

Fly the W Video
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W branded merchandise continues to be a top seller and fan favorite

Since our start date in 2013, the Cubs’ market value has more than tripled per Forbes, with a 3x increase in sustained operating revenue.