Case Study

LyftUp Launch Event

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Lyft was looking to launch their new initiative LyftUp, in collaboration with NBA star LeBron James and Uninterrupted, which provides transportation access across the country for those who need it most. Lyft wanted to create a major surprise and delight moment for 50 unsuspecting teens and unveil their new program which has the potential to alter the future of these young adults. Follow the journey as we transformed the Harlem YMCA into a branded arena for Lyft’s big reveal.

Authentic gymnasium lighting fine-tuned for broadcast requirements illuminated a backdrop of bicycles, impactful graphics, and sleek banners punctuated the space. LeBron’s personal DJ was on hand to get the audience pumped for what awaited. As these lucky teens made their way into the environment, they posed for a stationary bike photo op. Little did they know there was secret swag locked inside personalized lockers waiting for them, but they would first have to collect their key to their city. These lucky teens made their way to their seats still completely in the dark about what was in store. When the King of the Courts took to the stage to make the big announcement, pandemonium ensued.


As the cheers died down, these awestruck young adults were told that they would all be receiving free access to bicycles through a bike share program that would give them instant mobility.LeBron James and professional BMX athlete, Nigel Sylvester, shared their personal stories of how riding a bicycle shaped their future, allowing them to get to practice and providing them with a freedom that profoundly impacted their lives.

This super-charged launch event was not only a once-in-a-lifetime experience for these 50 teens. it was the beginning of a powerful new initiative that can transform the lives of many teens in need. LeBron reminded us that it can all start with a bike.

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