Bitcoin just took over Times Square — and the message was impossible to miss.
Asset manager Bitwise lit up New York’s most iconic screens with Bitcoin-focused billboards, featuring quotes from Michael Saylor and Satoshi Nakamoto. Lines like “There is no second best” and “It might make sense just to get some in case it catches on” were front and center.
Saylor also framed Bitcoin as Wall Street’s new “hurdle rate” — the benchmark every investment must outperform. That’s a big shift in how traditional finance is starting to measure risk and returns.
The campaign comes as $BTC ETFs continue to grow, with products like BITB contributing to a combined ETF asset base now exceeding $100B.
This isn’t just marketing. When Bitcoin messaging moves from crypto Twitter to Times Square, it signals how far the asset has pushed into the financial mainstream. Awareness is no longer the hurdle — conviction is.
Do you see this kind of visibility accelerating adoption, or is price still the only real catalyst?
