Pepsi Puts Real Knicks Fans on NYC Billboards for “WE OUTSIDE”

New York waited 53 years for this. Pepsi was outside for all of it and is celebrating with the city!

Pepsi's “WE OUTSIDE” campaign has taken over NYC, and city residents are awash in orange and blue. Billboards in Times Square and outside Madison Square Garden, taxis, subway stops, and more are now plastered with the faces of real Knicks fans celebrating during the city's biggest moment of a generation.

Shot by NYC photographers @shottinyc and Jack Underwood, the campaign documents the emotion surrounding this playoff run as it unfolded, spotlighting fans from street corners to bars outside MSG.

Every face is a real fan, capturing real, unfiltered emotion in the moment—surprise, excitement, and disbelief—all with a Pepsi in hand. Pepsi has long been part of New York’s fabric, from the iconic Pepsi-Cola sign in Queens to nearly a decade inside Madison Square Garden alongside Knicks fans at every home game. Now Pepsi is taking that same energy outside, capturing the city’s celebration in real time.