Brands Pile Onto Knicks' Championship Run as Bobbie's Post Lifts Instagram Engagement 500%
Updated
Updated · The New York Times · Jun 18
Brands Pile Onto Knicks' Championship Run as Bobbie's Post Lifts Instagram Engagement 500%
3 articles · Updated · The New York Times · Jun 18
Summary
Bobbie said a Knicks-themed Instagram post built around a joking baby-boom idea drew 500% more engagement than one of its typical posts.
The baby formula company moved the day after OG Anunoby’s winning tip-in against San Antonio, using player-inspired names like OG, Jalen and Townsend to tap the surge in fan excitement.
Many other brands have joined the Knicks bandwagon during the championship run, posting memes, switching avatars to blue and orange, and weaving the team into social-media marketing.
The rush extends beyond New York-based companies, reflecting how the Knicks have become a national cultural touchpoint and a shared language for brands chasing relevance.