First Tip-Off — Knicks Rookie Fan Kit
A premium unboxing experience for first-time fans at Madison Square Garden.
Role: Creative Direction, Graphic Design, Concept Development
Tools: Figma, Photoshop, Sora AI, Image Editing AI
The New York Knicks wanted to welcome first-time fans with an experience they would never forget. First Tip-Off is a premium, integrated fan kit that combines collectible merchandise with a digital badge activation to create a lasting memory of a fan’s first game at MSG.
So how do you turn a first visit to MSG into an emotional milestone
a fan will share and remember?
Problem: First-time attendees at MSG lacked a unique memento to mark the occasion.
Insight: Fans are more likely to become long-term supporters if they form a personal memory tied to their first visit.
Solution: Create a physical + digital welcome kit that celebrates their “rookie season” while tying them into the Knicks community.
The Solution
The First Tip-Off Rookie Fan Kit contains everything a fan needs to celebrate their first game. Each kit includes a Knicks Blue t-shirt
with a unique “25” mark, rally towel, custom socks, water bottle, and a digital badge that can be scanned to unlock a
take-home experience. The kit is presented in a premium magnetic box with a printed welcome card.
Fans can use the badge to access a personalized digital memento after the game, allowing them to relive their MSG debut at home.
Outcome & Impact
The First Tip-Off kit transforms a single game into the start of a fan’s lifelong Knicks journey. Through tangible keepsakes, interactive moments,
and premium design, it’s both a collectible and a memory engine — making “rookie season” unforgettable.