For Izzy Lugo, creativity and community go hand in hand. Originally from Chicago but proudly calling Milwaukee home for the past 12 years, he’s built a career at the intersection of sports, art, and culture.
From launching the Brewers’ statewide mural program to reviving a nostalgic trading card campaign that’s winning over a new generation of fans, Izzy’s work reflects his passion for connection—and his belief in collaboration as Milwaukee’s superpower.
What is your background (born here or a transplant – if so, from where)?
I’m originally from Chicago, but have been in MKE since graduating high school. Being here for 12 years has me claiming Milwaukee!
Any stories from your youth that define your path – how’d you get to where you are now? Early inspirations, challenges, etc?
Seeing how both sets of grandparents and my parents lead with intention has really shaped who I am today. This upbringing lead me from working with the Bucks out of college, owning my own agency, working with Nike & Adidas to eventually finding my way to the Brewers.
Where did you study (if you did higher education)?
Cardinal Stritch University! (RIP. Go Wolves)
Can you talk a little bit about your career journey?
My journey isn’t linear whatsoever. Worked in sales out of college, owned a successful agency after that with some friends but COVID hit. I pivoted into sneakers and Web3 and that really led me to finding my role with the Brewers. My role as Director, Experiential Marketing is to engage new audiences and to try new things.
What are some of your proudest moments with the Brewers?
Proudest would definitely be launching our mural program. With it now being statewide, the program now has a list of artists that want to work with the organization and has fans across WI proud to be Brewers fans.
What have been some of your favorite campaigns you’ve done?
Outside of murals, bringing back our trading card program has been awesome to work on. Really doing the research as to what kids want these days and having it be an extreme success across the state has been really awesome.
Additionally, our t-shirt Tuesday campaign is AMAZING. Seeing people proud to wear Brewers gear and get a fit off makes me so happy.
Can you talk a little bit more about the art initiatives and other creator collaborations you’ve brought to the Brewers?
Living at the intersection of art and sport has really been key to making sure my initiatives stay relevant. They run such a parallel path with one another and combining the two in ways that allow for creative freedom and expression are key as we continue to explore what our brand looks like to different segments of fans.
Do you do any other volunteer activities or community involvement?
Anything dog-friendly, me and my wife are there! We’re always showing up to support MADACC and the Humane Society any chance we get.
What do you like about living in Milwaukee?
How easy it is to get around the city. The different communities. The festivals. The obsession Milwaukee has with Milwaukee.
What do you want to see for Milwaukee’s future?
Continued collaboration across the board. I would love to see more businesses/creators/etc continue to work together to make this city an even better place to work/live/play.
Anything you’re looking forward to as the Brewers continue their playoff run or even ideas for campaigns for next season?
Looking forward to a continued playoff run, the offseason with family but also excited to get into season 3 with the crew. The offseason is where most of the work is done for next season and I’m just excited to get to work on some really exciting campaigns that you all will absolutely love.