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Coach x WNBA
All-Star Weekend Pop-Up Experience
Inviting a new generation of sports fans to show up as they are: layered, evolving, and unapologetically real.
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Coach x WNBA
All-Star Weekend Pop-Up Experience
Following the buzz of Draft Night, Coach x WNBA returned to the stage at All-Star Weekend with a pop-up store experience rooted in heritage, self-expression, visibility, and voice.
Conceived as one-part customisation station and one part self-expression fandom engine, Coach saw a timely opportunity: not just to be present at All-Star Weekend, but to champion guests to co-author what women’s sports can look, feel, and sound like when their self-expression leads the way. This acknowledges a cultural shift where women’s basketball becomes a platform for self-expression, fashion redefines its role in sport, and a new generation gains confidence by showing up as their many selves.
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The Ask
With only four weeks from greenlight to go-live, Coach asked Revery to produce a full-scale pop-up shop (50’ x 50’) in the heart of Indianapolis during the most visible weekend in women’s basketball.
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Problem Solvers
To bring this Pop-Up to life for ASW, we tackled a complex set of challenges: balancing sustainability with ROI, recommending materials that were both cost-effective and durable, and designing a footprint built for longevity and reuse. With multiple stakeholders in play Coach, the WNBA, labor unions, the convention center, and fabrication partners, success required precision. Our solution: unwavering attention to detail and a foundation of transparent, consistent communication.
The Idea
We gave Gen Z the tools to hack the WNBA—turning team pride into personal expression through customizable bags, charms, and style moments.
From Concept to Creation
While the design direction remained in Coach’s hands, our role was to bring the vision to life. We reimagined All-Star Weekend as a key cultural touch point, an opportunity to Champion Self-Expression translating the Coach brand ethos of Courage to Be Real built into physical experiences that felt iconic, intentional, and built for connection.
Big Love
Our program made immediate waves:
New York Times, Ebony, and across social, with coverage noting how brands are showing up for women’s sports not as sponsors, but as champions.
And it’s only the beginning.
Because this partnership isn’t just about events. It’s about building a new language where fashion and sport culture collide to create something powerful, joyful, and unapologetically real.
By the Numbers
Done
Coach claimed its place as the experiential standout of All-Star Weekend, meeting the cultural moment with presence, purpose, and style.With nearly 4,000 attendees, the Coach x WNBA Pop-Up turned the stadium into a canvas for the new codes of fashion, fandom, and self-expression.
Delivered
The inaugural experiential launch of Coach x WNBA:
A 50x50 ft road-ready Experiential Pop-Up Shop that Champions Self-Expression, and encourages young people to be their many selves.
Our Roles
Narrative Storytelling
Brand Development & Design
Creative Production
- Experiential & Activations
- Story Finding
- Art Direction
- Storyboarding
- Program Design
- Content Strategy
- Partnership Messaging
- Creative Development
- Partnership Direction
Collaborators
President and CCO
- Davis Priestley
Executive Creative Producer
- Jay Florence
Senior Creative Producer
- Kelly Ford
Director Of Narrative Production
- Sara Magness
Figment Founder & Executive Producer
- Min Liu
Project Manager
- Kat Heiberger
Senior Producer
- Nic Gomez
Junior Producer
- Valencia Rodrigues
Associate Producer
- Lisa Kleinman
Let’s work
together
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