Yonex Multi-City Street Campaign
Five Yonex campaigns across three cities. SoHo pop-up stencils, Percival Midnight wheatpaste in NYC, Seattle, Miami, and the G-Shock × Yonex Baklava collab in Brooklyn graffiti corridors.
- Placements60
- Cities3
- Duration49d
- Documented27install photos on file
Court-side talent met street-level creators.
Yonex multi-city street campaign across NYC, Seattle, Miami. Wheatpaste and sidewalk stencils for Percival Midnight and G-Shock collabs. 60 placements.
Across spring 2026, Yonex ran a connected sequence of street campaigns across three U.S. cities: a SoHo pop-up activation in NYC, the Percival Midnight player collaboration across NYC, Seattle, and Miami, and the G-Shock × Yonex Baklava sneaker crossover release.
The connecting thread across all five campaigns was urban-creative placement. Yonex's audience extends beyond the tennis court into the streetwear-and-collab ecosystem, and the campaign program was designed to land the brand in the corridors where that audience already shops, walks, and posts. Not the country club. Not the sporting-goods retailer. The graffiti-tagged construction wall where the Yonex × G-Shock kid would actually see it.
**New York City.
Soho Pop-Up.** Six sidewalk stencil placements anchored on 117 Wooster Street, the pop-up location. Bright neon-green spray stencils reading "YONEX / POP-UP / 117 WOOSTER ST / SOHO NYC / @YONEX_USA" placed on cobblestone-edged sidewalks, sewer-grate adjacents, and the fire hydrant corner of Wooster and Spring. The stencil ring extended three blocks in each direction to create a discovery funnel for foot traffic approaching the pop-up.
New York City. G-Shock × Yonex Baklava. Eleven wheatpaste placements across Brooklyn's graffiti corridors. Dark-purple/black posters showing the G-Shock × Yonex "Baklava" colorway sneaker repeated in panels, with "YONEX" wordmark, "GREAT THRILL" header, and the G-Shock running banner. Walls in Bushwick along Knickerbocker, in East Williamsburg on Morgan, and one anchor placement on a 12-foot construction barrier at Bedford and North 6th.
New York City. Percival Midnight. Twelve wheatpaste placements across LES, Williamsburg, and Brooklyn-side scaffolding. Dark navy and purple poster art featuring a tennis player and racket inside a frame composition, with "MIDNIGHT HAS ARRIVED" copy. The NYC Midnight run anchored on a multi-panel scaffolding wall on Houston east of Allen, six posters in series with the construction-grade poster stock holding through the campaign window.
Seattle. Percival Midnight. Fifteen wheatpaste placements across Capitol Hill, Ballard, and the Belltown corridor. Same Percival Midnight creative system as NYC, tuned for the Seattle audience density and weather window. The Capitol Hill run anchored on Pike and 11th Avenue, with secondary placements working the Pike-Pine corridor west toward downtown.
Miami. Percival Midnight. Sixteen wheatpaste placements across Wynwood, the Design District, and the Brickell-to-Midtown corridor. Dark posters reading against Miami's bright concrete surfaces with strong contrast. Wynwood placements concentrated on the Northwest 2nd Avenue corridor, where the established mural-and-paste culture means the campaign sits inside the existing visual language of the neighborhood.
What we ran.
The creative systems were distinct per campaign but visually connected by Yonex brand language: the wordmark sat in the same condensed sans across all five, the gold-to-purple color palette held across the wheatpaste runs, and the stencil treatment kept the Yonex mark legible at the foot-traffic distance.
**Phase one.
NYC Soho Pop-Up (week 1).** Stencils dropped 48 hours before the pop-up opening to seed neighborhood foot traffic with the location and Instagram handle. Five placements installed in a 4am window; the sixth added on day two after a property line conversation cleared a higher-traffic corner.
Phase two. Yonex × G-Shock NYC (week 2 to 3). Eleven wheatpaste placements rolled out across Brooklyn graffiti corridors over a five-day window. The Bedford and North 6th anchor placement went up first as the establishing shot, with the remaining ten distributed across two crew runs. The Bushwick run produced the highest secondary social pickup, the construction barrier placements got photographed and reposted by the sneakerhead community within 48 hours.
Phase three. Percival Midnight NYC (week 3 to 4). Twelve placements across LES, Williamsburg, and Brooklyn-side scaffolding. The Houston scaffolding multi-panel anchor went up as a single 4am install for the six-poster series. Secondary corridor placements rolled out across the next four days.
Phase four. Seattle Percival Midnight (week 4 to 6). West Coast crew handed off the Percival Midnight creative system. Fifteen placements across Capitol Hill, Ballard, and Belltown, with the Capitol Hill anchor at Pike and 11th installing first on day one of the Seattle phase. Spring weather conditions in Seattle delayed two installs by 36 hours; the remaining thirteen ran on schedule.
Phase five. Miami Percival Midnight (week 6 to 7). Sixteen placements across Wynwood, Design District, and the Brickell corridor. Wynwood crew used the established mural-paste protocols, surface negotiation happens block by block, and the install crew works inside the existing wall culture rather than overriding it. Sixteen surfaces secured across a four-day window with zero conflict events.
Sixty placements documented across three U.S. cities.
Photo sets archived under five separate folder paths:
- `/assets/campaigns/sidewalk-stencils/yonex-soho-pop-up-nyc/` - `/assets/campaigns/wheatpaste/yonex-g-shock-nyc/` - `/assets/campaigns/wheatpaste/yonex-percept-midnight-nyc/` - `/assets/campaigns/wheatpaste/yonex-midnight-seattle/` - `/assets/campaigns/wheatpaste/yonex-percept-midnight-miami/`
Every poster GPS-stamped at install. Per-campaign documentation logs include site survey notes, property owner contact records, and post-cure photo confirmation per surface.
Notes.
Five connected campaigns, two formats, three cities, seven-week window. Each campaign with its own creative system but unified by brand language and operator standards.
The handoff between East Coast and West Coast crews on the Percival Midnight rollout was the operational test of the program. NYC executed the creative system first; Seattle and Miami inherited the install protocols, the cure-time playbook, and the documentation standards from that first execution. The result was a consistent campaign across three media markets with five separate weather, audience, and surface profiles, without re-inventing the methodology each time.
The Soho stencil run is also worth flagging as a use case. Stencil-as-foot-traffic-funnel for a pop-up activation is a tight scoped play that wheatpaste can't do. The stencil sits on the ground at the discovery distance, it gets seen at the moment the audience is already in the neighborhood. The wheatpaste would be over-budget and over-surface for the same job.
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Campaign documentation by Beyond Street Media. NYC and Brooklyn operations by East Coast crew. Seattle and Miami operations by West Coast and Southeast crews. Spring 2026.
18 additional installs.
Bubly Fresh Laundry chalk sidewalk stencil in Hell's Kitchen, Manhattan (New York City, NY) by Beyond Street Media
True Religion brand jeans wheatpaste poster campaign in Houston, TX by Beyond Street Media
Signal nightclub 'One Year of Signal' anniversary wheatpaste wall in East Williamsburg, Brooklyn, Signal One Year Anniversary Wall, Brooklyn, by Beyond Street Media
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