Islanders / Heineken

Turning Fan Engagement Into a One-of-a-Kind Experience.

Refried teamed up with the New York Islanders and Heineken to create unique fan activations at the Heineken Terrace. Creative apparel “mashups” create one-of-a-kind, high-value pieces that capture the energy and spirit of the Islanders and Heineken.

Displayed at the stadium throughout the hockey season, the exclusive mashups give fans a reason to engage. Fans scan a QR code for their chance to win one of these truly unique creations—driving interaction, extending the brands’ presence beyond the game, and giving Heineken and the Islanders a memorable way to connect with fans.

The result: a high-impact activation that turns surplus apparel into a fan engagement asset—creating brand visibility, sponsor value, and an experience fans want to participate in and share.