What's Your Walk-Up?

Music has the power to touch our lives and inspire us to be, and do, more. That couldn’t be more true in a place like New York City, where cultures intertwine and the rhythms of the city move each of us to our own beats. When Pepsi Zero Sugar wanted to find a way to bring music education closer to home, we took notice of Upbeat NYC, an organization that uses music and ensemble performance to bring about positive change in the lives of South Bronx children. Add in the passion of hometown hero and former Yankees pitcher CC Sabathia, and the “What’s Your Walk Up?” campaign was born.

"With UpBeat NYC, we saw an opportunity to elevate and highlight their commitment to music education locally in the Bronx in a big way – what better way than partnering with a Yankees legend like CC Sabathia," said Justin Faiber, PepsiCo’s Director of Brand Marketing, NYC. Teaming up with Upbeat NYC, Sabathia and the New York Yankees, “What’s Your Walk Up?” gave local music students a chance to have their performance shown in Yankee Stadium – one of the sports most iconic venues – showcasing their talents and passion in the ultimate spotlight moment. To celebrate the intrinsic connection between music and baseball, the campaign also allowed users to record and upload their own walk-up to iconic songs on Instagram, posting their video for a chance to win awesome Yankees memorabilia, tickets and more.