Walt Frazier Suits Up in the Style of 3 NYC Eateries for DoorDash
Walt "Clyde" Frazier sure knows how to dress fancy for dinner.
To hype DoorDash, the New York Knicks legend, color commentator and style icon is rocking custom couture during MSG Network telecasts of the team's last three regular-season home games.
Each suit draws inspiration from a local eatery. Fans who recognize the bistros can get up to 50 percent off when they place orders from those restaurants during the games by using the code "CLYDE."
Dude donned this hot number, inspired by Peppa's Jerk Chicken in Brooklyn, during Saturday's contest between the Knicks and Cavaliers:
Even the fly's so fly!
"DoorDash wanted to extend our 'New York Gets It' campaign into some nontraditional places, including their partnership with the Knicks," says Karly Brooks, senior copywriter at The Martin Agency. "So, we started diving into Knicks fandom, looking for things real Knicks fans know and love. We came across the iconic Walt 'Clyde' Frazier and his famous eye-catching suits. And the idea hit us: What if we could make suits based on New York restaurants, and see if Knicks fans could spot them?"
Martin's production team screen-printed designs, logos and text onto existing suits. The goal, Brooks says, was making them recognizable for locals without giving too much away.
Frazier will rep Han Dynasty on April 6 vs. the Nets and Rubirosa Ristorante on April 10 when the Raptors visit Madison Sqaure Garden. (We'll post pics of those other suits after the games are played.)
The fun promo combines DoorDash's local focus with Martin's penchant for pop-culture tie-ins.
"It's one thing to tap into something everyone knows about. It's another thing entirely to show up in a place where only a very specific demographic will recognize what you're doing," Brooks says. "DoorDash stands for local, neighborhood spots that are beloved by the community. It only makes sense to show up in a hyper-local way and reward those people who know and love the communities we stand for and serve."
The food-delivery service will expand that recipe to new markets soon.
"In every city, locals take pride in knowing the local spots," Brooks says. "We have plans to turn this idea into a program—creating fun fashion pieces based on local restaurants, tapping sports and fashion icons to wear them, and rewarding all the fans."
Julie Baruh: Senior Manager, Consumer Marketing
Cristen Milliner: Consumer Communications Associate
Liz Cooper: Senior Communications Manager
Ashley Devalle: Sports Partnership Marketing Manager
Jeff Grande: Associate Director, Wavemaker Sports & Live
Agency: The Martin Agency
Chief Executive Officer: Kristen Cavallo
Chief Creative Officer: Danny Robinson
Managing Director, Executive Creative Director: Jerry Hoak
VP Creative Director: Mike Kelly
Associate Creative Director: Julie Koong
Senior Copywriter: Karly Brooks
EVP Head of Production: Tasha Dean
Executive Content Producer: Ann Parker
Senior Producer: Evan Frank
Senior Activations Producer: Marleny Castanos
SVP Director Financial and Legal Affairs: Kerry Ayers
Associate Director Business Affairs: Angela Eddleman
Senior Financial Affairs Manager: Elizabeth Moore
SVP Managing Director, Jaclyn Ruelle
Cultural Impact Lab:
Associate Director, Cultural Impact Lab: Matt Kessler
Senior Cultural Impact Specialist: Alex Angert
Cultural Impact Specialist: Kenia N
Brand Communications Specialist: D'Eric Watson
SVP Group Planning Director: Morgan Acenio
Communications Planning Director: Stuart Augustine
Senior Strategic Planner: Blake Smoral
Managing Director, Head of Account Leadership: Jordan Muse
Group Account Director: Marisa Weber
Account Director: Katie White
Senior Account Executive: Myna Sharma
Group Project Manager: Sagar Shah
Senior Project Manager: Tessa Hart