How an 'Anti-Billboard Approach' Is Helping Sports Teams Stand Out Outdoors

Muros and its artists give fans an authentic local connection to their teams

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When sports fans want an authentic local connection to their teams, marketers sometimes need to read the writing on the wall.

A roster of sports brands have called in Muros—a Chicago-based marketing firm co-founded by Dave Seidler, Tricia Binder and Mateo Conner—to strengthen those neighborhood bonds. Muros introduces artists to brands and provides large-scale platforms for their multimedia works. Seidler has found partners with experience in the corporate and advertising worlds and used that expertise to locate artists and create installations for companies including Instacart, Oakley and Bose.




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This story first appeared in the April 18, 2022, issue of Adweek magazine. Click here to subscribe.