Michigan was the first state eligible for this selected program. While concepting items and partnerships for the launch, Detroit’s own Shinola, seemed like the perfect brand to pair with DraftKings. Both founded within the last 10 years, DK & Shinola have a commitment to quality and being masters of their craft.

We worked with Shinola to design a custom watch and package that could fit with our branding. My team felt that it was imperative to create something that was truly one of a kind. Besides, what do you give to a player who has everything? A limited edition watch made exclusively for their wrist.

In the same world as John Wick, we designed coins that were a currency for experiences. For FC events, members would carry these coins with them, acting as a key to exclusive entry to various places. Box seats for Lions & Pistons games. Front row seats at different concerts & shows.  Exclusive speakeasies & cigar lounges with high rollers. As long as our most elite flashed these coins, they would gain access to DraftKings’ most exclusive hot spots across Michigan. We even translated DK’s company motto, “Make it Reign” to Latin, and carved it on the coin.

After concepting unique items, we knew that we needed a high end package to house them in. The beauty was in the details. We used a subtle gradient across the box and high-end materials like gold foil to entice FC members to open the box and see what exclusive items were inside. We also created custom cards and inscriptions so the entire experience felt catered to each member.