Move over, kayaks and architectural tours — the Chicago River just hosted its first-ever floating lacrosse game, thanks to an inventive brand partnership between Whirlpool Corporation and the Premier Lacrosse League (PLL).
In a bold, head-turning activation developed by WoW Studios, Whirlpool’s in-house agency, a standard city riverboat was transformed into a high-energy 3-on-3 lacrosse arena, creating a traveling spectacle through downtown Chicago that stopped pedestrians, commuters, and tourists in their tracks.
Spectators lined bridges, the riverwalk, and even skyscraper windows, drawn in by the sheer novelty of the stunt — a land sport reimagined on water, in the heart of one of the world’s biggest sports towns.
“We’re putting a lacrosse field on a riverboat and playing 3v3 in the heart of downtown Chicago – how cool is that?” said Paul Rabil, co-founder and president of the Premier Lacrosse League. “This event is celebrating our sport in a way only PLL can. Big thanks to Whirlpool brand for helping us make this vision a reality.”
The event featured elite athletes from both the Premier Lacrosse League and the Women’s Lacrosse League, bringing speed, skill, and fierce competition to an audience that didn’t need a ticket — just a place to watch the boat cruise by. Watch below:
Shannon Blakely, vice president of marketing for Whirlpool, said the event was more than just a marketing stunt — it was a reflection of the brand’s values. “As a company rooted in innovation and serving the communities in which we exist, this activation with the PLL was a no-brainer. We were proud to host the first lacrosse game played on a boat and showcase the great sport of lacrosse in a way so core to the city — on the Chicago River!”
The activation also emphasized the power of smart OOH — out-of-home — creativity. Rather than fight for space in stadiums or crowded media buys, the brands commandeered a part of the city itself, turning a well-trafficked waterway into a living billboard for the sport and the Whirlpool brand.
“We basically turned the river into an OOH experience that Chicagoans would pay attention to,” said Glo Dusenberry, creative brand director at WoW Studios. “The sheer novelty of playing a land sport on water is inherently fun, and this activation brings a fresh twist on one of the fastest-growing sports,” added Emily Spaeter, integrated brand manager at Whirlpool. “Everyone loves the Chicago River; it’s one of the heartbeats of the city.”
With thousands of media impressions and social shares flooding in, the campaign didn’t just celebrate a game — it redefined what sports marketing can look like in a city built on boldness, visibility, and spectacle.
CREDITS:
BRAND: Whirlpool
AGENCY: WOW Studios
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