The Fabric of Culture: Crown Royal Taps NOLA-Native Juvenile For An Ode to The Big Easy
Honoring the unyielding spirit of New Orleans, Crown Royal x Starter teamed up to create the limited-edition commemorative Super Bowl LIX Satin Bomber Jacket to celebrate the Big Game down in NOLA.
Culture, culture, culture—everyone is chasing it. But honestly, does anyone actually know what they’re trying to be a part of anymore? The word's contemporary usage has skewed from its purposeful origins, transforming into a banal blanket cliché. Previously employed to communicate history and heritage, the once meaningful expression feels like nothing more than vanity used to fuel superficial conversation.
Despite the mainstream rhetoric, real culture—that inextricable soul—is far from extinction. It's even more accurate to say that the memorable mores and longstanding legacies that make up these dynamic communities are alive and well, thriving as they always have for generations. Nowhere is this more true than in the southern hotspot of New Orleans. From its unmistakable dialect to the irreplicable music, food, and festivities, the city’s reputation precedes itself, proving that authenticity transcends time and trend.
As a native son of NOLA, no one understands its enchanting allure better than hip-hop legend Juvenile. “It’s the way we talk. It’s the music, the food, the energy. It’s unlike anywhere else,” Juvie explains. Born and raised in New Orleans’ Magnolia Projects, the chart-topping rapper knows exactly what makes the city one-of-a-kind. Beginning his storied rap career at just 11 years old, Juvenile cut his teeth in an area known for its rich musical tradition, honing his flow into an identifiable style that captured the essence of his environment.
After climbing to the peak of the music industry, compiling countless club classics and Hot 100 hits in his catalog, the Cash Money Records alum stands as a living testament to the city’s effervescent ethos. “I always look at myself as a major part of New Orleans’ history,” the Platinum recording artist reflects. “No matter where I am, New Orleans is there because I’m there.”
Recognizing the power of cultural hubs like New Orleans and the figures who helped birth them, Crown Royal, the award-winning whisky brand, looks to pay homage to the Crescent City as it prepares to host Super Bowl LIX. Known for honoring those who share their generous spirit, The Official Whisky Sponsor of the NFL linked up with iconic sports outfitter Starter to create a limited-edition commemorative jacket, immortalizing “The Big Game” kicking off in the Big Easy.
Decorated with iconography that signals to Crown Royal’s enduring influence, the NFL’s impact, and New Orleans’ legacy, the celebratory memento weaves together the worlds of three purveyors—materializing as a physical representation of culture’s multi-dimensional nature. Putting his hometown on his back—literally—the city’s go-to whisky brand tapped Juvenile to come through with some of that signature sauce, cementing Crown Royal’s latest gift as a true ode to NOLA’s compelling sincerity.
Donning the satin bomber, the former Hot Boys member recounts times past while savoring this full-circle moment. “Starter was real serious down here when I was young, and Crown was actually the first alcohol we started drinking,” Juvenile says with a smile. “You had your little Crown Royal and cola mix; you got your jacket on. What’s next? You know everyone was watching.”
For someone like Juvie, this coveted keepsake recalls sentimental memories and nostalgic moments from days back home (“We used to call it ‘Purple Pilla’ because it was all about the bag for us. That meant something.”) On a larger scale, Crown Royal’s commemorative jacket is a tribute to New Orleans’ proud loyalty and unwavering resilience—a symbolic nod to generations of integrity. Turning acknowledgment into action, proceeds*† generated from the collab will be donated to The Foundation for Louisiana, underscoring Crown Royal and Juvenile's commitment to uplifting the city that has existed as a genuine beacon of pure culture.
So, in the words of Juvie himself (or rather, the words of one of his old friends), let’s raise a glass: “To New Orleans. We’re not above you. We’re not below you. We’re right here with you.”
The limited-edition Crown Royal x Starter Super Bowl LIX Satin Jacket is available for sale exclusively at the Starter x NFL Shop, Presented by Visa, located at 333 Canal Street in New Orleans, while supplies last.
CROWN ROYAL Blended Canadian Whisky. 40% Alc/Vol. The Crown Royal Company, New York, NY. Please don’t share with those under 21. Drink responsibly.
*Net Proceeds (i.e., sales – expenses) of purchases of the Crown Royal x Starter NFL Super Bowl LIX Satin Jacket at Starter x NFL Shop Presented by Visa. Purchase not tax deductible.
†Donation made by Diageo Americas, Inc. Amount of Donation calculated based on combination of Crown Royal x Starter Jacket sales, consumer participation in Purple Bag Project at Crown Royal Station and qualifying comments made on Crown Royal Instagram story. Maximum Donation: $50,000. The Foundation for Louisiana, 2022 St. Bernard Avenue, Suite 122B New Orleans, LA 70116; https://www.foundationforlouisiana.org.
