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Keep your eyes on the Hudson. Today, on Tuesday, July 8, New York City FC is launching a five-story-tall, 700-pound inflatable pigeon in one of the city’s most unexpected guerrilla marketing stunts to date. Dubbed the “Five Borough Flight,” the massive avian will float down the Hudson River and around New York Harbor in a cheeky tribute to NYC’s most resilient resident and the MLS club’s unofficial mascot.
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Created by Brooklyn-based creative studio Tavern, the campaign is timed to perfection. The FIFA Club World Cup is underway just across the river in New Jersey and the world’s soccer fans are watching. NYCFC’s message is clear: New York has a club to be proud of—and it’s flying high.
The float kicked off its flight from Staten Island’s North Shore Waterfront at 8:30 a.m., before cruising past iconic points like Battery Park, Brooklyn Bridge Park, Riverbank State Park and finally Willets Point in Queens—the future site of NYCFC’s new stadium, Etihad Park, opening in 2027. A full viewing map and estimated schedule have been released for eagle-eyed (or pigeon-eyed) spectators wanting to catch a glimpse of the bird.
“The pigeon is a tribute to the city that shaped us and a signal that the future of soccer is here in New York City,” said Lauren Scrima, the vice-president of marketing at NYCFC. “We wanted to tap into the immense pride New Yorkers have in their city and their home club.”
The installation isn't just a publicity stunt; it’s also a love letter and a cultural wink, according to Mike Perry, the founder and chief creative officer of Tavern. “Our goal was to create something impossible to ignore,” Perry added.
As soccer fever ramps up ahead of the 2026 World Cup, NYCFC is staking its claim—not just in global football, but in the city’s cultural fabric. And what better symbol than a giant pigeon to do it?