The Philadelphia Eagles enter 2025 as defending Super Bowl champions, and AJ Brow͏n returns as the team’s top receiving option with 3,056 yards across two years in Philadelphia. But as of now, Brown is using his offseason not for rest, but to extend his “1K Always Open” identity into a direct fan activation. On July 11, through a video posted on his X account, he connected the 7-Eleven brand’s “always open” birthday campaign with his own route-running persona, proposing a chant for fans to use when he makes a play.

Brown begins the video seated casually, addressing the camera: “What’s up guys? Happy 7-11 day to me, myself and Nod, the CEO of Mr. 1K Always Open,” he says. He introduces himself as if he’s chairing a press conference, playing up the self-appointed title. “I’m one of the only businesses in the world that stays open 365 days, it means the world to us that we can be open for you guys, and we’re going to continue this season to try to stay open 365 days out of the week, right?” Then, with a quick reset: “All right, so boom, let’s get into it.” He shifts from character to planning mode, narrowing in on the actual reason for the post. 

“Let’s go back,” he says, leaning in. “You know the motto—birds fly, fish swim, and I’m open.” There’s a short pause before he sets up the transition from branding to strategy. “So I was just thinking, because football season is approaching, and I want to get the fans involved…I’m like, man, what can I do to get the fans involved?” That thought leads to a comparison: “When Coop makes a play, he does a celebration, which is lit, and everybody be like, ‘Coop,’ right? I’m just thinking, hmm, what can I say? What can they say for me when I make a play or I make a touchdown, right?” Cupping hands around his mouth, he walks through each rejected idea next before nailing one for everyone to use this season:

 “1K, because I thought about Brown, and Brown don’t sound right. Brooooowwwwwnn, like that ain’t it, right?” He circles back to what he’s leaning toward: “So it got to be like 1K, it got to be, right?” Then, almost as if he’s imagining the sound in real-time: “Like I could even be like ‘OooonnnnneeeeeKayyyy!’ or something. Like I’m just trying to get the fans involved.” Given the number of ideas he tested, one would think he nailed something out in the end, and well, later in his Instagram live, he did. “How about AO for Always Open. So, AaaaaOooo. Let’s push that. I like that. Can’t lie, I like that.” And well, AO is what people have been pushing for in his comments ever since. 

But, just before the video cut out, he loops back to the Slurpee Day hook: “Everything is off today. Everything’s free today. So hey, go get what you want.”

This July 11, 7-Eleven celebrated its 98th anniversary by scaling up its annual Slurpee Day promotion into a nationwide brand event. Customers at participating stores across the U.S. received free small Slurpees, but this year’s offering was structured to go beyond the giveaway. As part of a broader sensory campaign, the chain introduced “Tongue-toos,” tongue-activated temporary tattoos that appear when cooled by the Slurpee—each one stamped with the brand’s “S” logo and available in four neon variants: red, blue, green, and purple. The company also brought back Mountain Dew Infinite Swirl, a limited-run flavor first introduced during their 2023 nostalgia-themed campaign, this time offered in Slurpee, Big Gulp, and 20-ounce bottle formats. Executive Vice President and Chief Marketing & Sustainability Officer Marissa Jarratt described the strategy as designed to leave a physical and emotional imprint. 

“This Slurpee Day, we’re mixing things up with new flavors, our celebratory swag, and even a twist designed to mark tastebuds in the coolest way possible,” she said in the campaign’s press release. “We love finding new ways to amp up the Slurpee drink experience and creating lasting moments for our customers—on Slurpee Day and all year round.” Paired with interactive elements like branded filters and in-app games through the 7Rewards and Speedway apps, the rollout framed Slurpee Day as a moment for viral traction. But, Brown’s 7-Eleven tie-in wasn’t just about free Slurpees, still. 

The 7-Eleven day gave him a moment to test how his voice lands with the fanbase, before the season starts, and before it counts. Whether “AaaaaOooo” sticks or not, the message is clear: Brown is already thinking about how he’ll be heard, not just seen.