The Challenge
WNBA players are the architects of modern culture, yet they are often celebrated in retrospect or compared to their male counterparts. The "flowers" they deserve are usually metaphorical and delayed.
The Insight
The phrase "Give them their flowers" is rooted in the Black community, which is the very heartbeat of New York basketball culture. But athletes never receive that kind of direct, face-to-face gratitude.
The Amex Flower Shop
Recognition Shouldn't Wait for History.
So, we turned a metaphor into a movement.
We created bespoke Give Them Their Flower installations across NYC where fans gave WNBA legends past and present their flowers. Literally.
From Union Square to the concourse, every single player from the original 1997 roster to the current stars received a custom arrangement paired with handwritten letters straight from their fans.
