Our New Experiential Team Creates Pop-Up Event in Times Square for Fruit of the Loom

Our New Experiential Team Creates Pop-Up Event in Times Square for Fruit of the Loom

May 8, 2014

We’re thrilled to announce the expansion of our experiential division at re:fuel agency. With this new addition of the promotions arm of Brite Media Group, our offerings in unique, branded pop-up activations and custom events is stronger than ever.

Our latest effort with Fruit of the Loom and Crispin Porter + Bogusky highlighted Fruit of the Loom’s new sponsorship of The Naked Cowboy’s “uniform” in Times Square. Jeanne Moos of CNN interviewed The Naked Cowboy about the new sponsorship.

The pop-up event distributed over 5,000 pairs of underwear from Fruit of the Loom and generated over 500 branded images that appeared on Reuters’ 50 foot electronic billboard in the center of Times Square. Check out photos and comments from the crowd using the hashtag #ChangeYourUnderwear.