Brewers announce “Wisco Pop-Up Series” embracing community events across the state

Following the launch of the Milwaukee Brewers City Connect Uniforms, the Crew is taking the “Wisco Way” across the state through the Wisco Pop-Up Series, bringing murals and pop-up experiences to communities including West Allis, Eau Claire, Madison, Lake Geneva and Appleton this summer. The statewide initiative extends the City Connect story beyond American Family Field, joining fans in their communities to bond over a shared love for both Wisconsin and the Milwaukee Brewers.

The effort begins in West Allis with the debut of the first City Connect inspired mural “The Launch” on Friday, May 22, created by artist Michael Cerda on the side of Bars & Recreation’s newest venture, Slingshot Bar. Cerda’s mural, embracing the signature sunset gradients and base blue colors of the recently launched City Connect uniforms, celebrate the “Wisco Way” representing the state’s unique culture and landscapes.

As part of the initiative, the Wisco Pop-Up Series will be anchored by a series of mural installations that celebrate the “Wisco Way” through local storytelling and artistic expression. In addition to West Allis, artist Jenna Wood will create a new mural in Eau Claire inspired by the city’s creative culture. Additional installations will follow, including a mural in Janesville by artist Emily Balsley, a future mural in Kenosha and a City Connect refresh of the Green Bay mural installed last summer.

Complementing the murals, pop-up events will activate public spaces across Wisconsin throughout the summer.

–         Saturday, June 20: Lake Geneva, in collaboration with Lost Files Clothing.

–         Friday, July 10: Madison, in collaboration with streetwear shop, August.

–         Friday-Saturday, July 24-25: Eau Claire on July 24-25 during the Eaux Claires Music Festival.

–         Saturday, August 1: Appleton at Neuroscience Group Field at Fox Cities Stadium, in partnership with the Wisconsin Timber Rattlers.

Each pop-up is designed to meet fans in their communities, blending baseball, culture, music and streetwear. Activations will include Brewers mascot appearances, live entertainment, giveaways and on-site retail experiences, including limited availability of the Brewers Nike Air Max 1 City Connect Sneakers available for purchase. Together, the murals and pop-ups create a connected summer journey, linking communities across Wisconsin through art, exploration and shared experience.

From lake towns to city streets, a Wisconsin summer is made for the kind of road trip that unfolds one stop at a time, with something new waiting around every corner. The Wisco Pop-Up Series captures that spirit, inviting fans to follow a path shaped by art, culture and community, where each destination offers its own story and sense of place. Fans looking for more information can visit here.