Inspired by Breast Cancer Awareness Month and taking a cue from The Sports Bra in Portland, I wanted to bring a splash of pink to The Fifty/50 Sports Bar, a space typically filled with a predominantly male crowd. My goal was to create something bold and eye-catching, which led to the giant neon pink sports bra that hung on our street-facing sign—impossible to miss!

I sketched out a few mockups and collaborated with Zap Props to bring the vision to life. We transformed the brand by turning the Chicago flag’s red stars pink, updating all local sports team logos to pink, swapping out our signature red stadium cups for pink ones, and designing "Big or Small, Save Them All" pink t-shirts for the staff to wear.

Since this activation focused on raising awareness for breast cancer, we partnered with the Lynn Sage Breast Cancer Foundation, donating a portion of our drink and t-shirt sales to support their efforts. The Fifty/50 Sports Bra definitely got people talking—both on social media and in Wicker Park itself. We were thrilled to see an increase in online engagement and in-person donations, all for an incredible cause.