The Box Bar & Grill, known for its Hooters-like sports bar appeal, will attempt a rebranding effort with a civil rights celebration and visit from Lt. Gov. Anthony Brown (D) on Friday.

In a press release, The Dry Fried Wing Company announced it is launching its “sports bar co-branding program” at what is now The Box Bar and Restaurant (7525 Old Georgetown Rd.) on Friday afternoon with a ribbon cutting, VIP reception and salute to the members of the Wilmington Ten, “in recognition of their outstanding perseverance and commitment leading to their recent pardon.”

The Dry Fried Wing Company is owned by Ben Chavis, the acknowledged leader of the Wilmington Ten and a former executive director of the NAACP.

It’s an extreme departure for the downtown bar, which opened in 2011 with waitresses and bartenders in skimpy referee uniforms advertising “the sexiest wings in Bethesda.” It was reportedly run by a former general manager of a D.C. gentlemen’s club.

There’s a new owner, according to the Dry Fried Wing Company press release, which perhaps explains the bizarre change between what The Box Bar was and Friday’s event.

Former Lt. Gov. and Republican National Committee Chairman Michael Steele will also attend. More information as we get it.