A New York Icon, Wearing the Knicks.

There is no more New York canvas than a sidewalk food cart — so that's exactly what got wrapped. WRP produced full-coverage graphics for a working street cart in Knicks orange and blue with Gatorade campaign panels, then delivered it to a Manhattan sidewalk where thousands of fans and commuters pass per hour.

Carts are an unforgiving wrap surface: rivets, hinges, roll-gates, and service windows everywhere, and every panel has to survive daily vendor operation — gates opening, counters wiped, weather doing New York things. Graphics were sectioned around every working part so the cart stayed fully operational through the campaign.

The payoff of activating a real, working cart instead of a static display: the activation blends into the city's rhythm and then surprises people mid-step. That's the whole playbook — meet the audience where they already are, wearing the brand.