New Era × Knicks Cap Truck – Mobile Merch Pop-Up Across NYC
New Era × Knicks Cap Truck – Mobile Merch Pop-Up Across NYC
For Knicks opening week, New Era and the agency Highly Likely took New York’s new championship caps to the street. NVS Visuals wrapped a 26′ food truck from our fleet in black New Era graphics, fitted it out as a mobile hat shop and drove it through Manhattan, Queens and Brooklyn on Monday and Tuesday, October 19–20, 2026. It made up to three stops a day, from the New Era flagship in SoHo to Bryant Park.
The Brief
New Era wanted to meet Knicks fans where they already were, on the street, during the first week of the season, and sell caps straight from a truck. Highly Likely planned a guerrilla route, and NVS provided the truck, the wrap, the shop fit-out, the driver and the permits.
- A truck that reads as New Era from a block away, with a clear call to action: “Get your New Era New York Knicks cap here”
- A working hat shop inside, with room for stock and a point of sale
- Two long days, several neighborhoods and a fast turnaround
How We Built It
The wrap. We stripped the truck’s previous wrap, prepped the surfaces and wrapped all four sides in black: a giant New Era flag logo, the NBA × New Era lockup with “The Official Cap of the NBA” on the service-window side and rear doors, and a fan-crowd illustration along the back. We printed on Digi Kit 631 with a semigloss finish, from final art checked against our truck template.
The shop. Inside, we installed and secured metal wire shelving for hat stock and a table for the client’s team, and added a New Era cap menu at the window.
Permits and route. We secured the permitted stops, drove the truck both days and kept it moving between the agency’s planned stops, with long days that ran into the evening.
New Era × Knicks Truck – Provided Services
Vehicle & Graphics
- 26′ food truck from the NVS fleet
- Removal of the previous wrap and surface prep
- Full four-side New Era wrap: pre-press, proofing, print and install
- New Era cap menu signage
Retail Fit-Out
- Metal wire shelving for hat inventory, secured for transit
- Table and space for the client’s point of sale
Production & Logistics
- Street permits
- NVS driver both days, routing and on-site vehicle support
- Stocking day, truck return, merch offload and wrap removal