The Insight
The phrase "Give them their flowers" - which means to praise, recognize, or show appreciation for someone's accomplishments, and talents while they are still alive - is rooted in the Black community, which is the very heartbeat of New York basketball culture.
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 Amex Flower Shop
Recognition Shouldn't Wait for History.
So, we turned a metaphor into a movement.
We created bespoke Give Them Their Flowers installations across NYC where WNBA legends past and present got their flowers. Literally.
From Union Square to the concourse at Barclays, every single player from the original 1997 roster to the current stars met their fans and got a custom arrangement paired with handwritten letters straight from their fans.
