Challenge Make our third straight year of activating a dynamic retail experience for UFC at International Fight Week in Las Vegas more hard-hitting than ever in terms of awareness and sales.
Solution We built (literally!) on learnings from Year One and Two to strike up an even stronger, more intense connection between MMA fans and UFC by improving upon a retail-tainment experience that brought the brand story to electrifying life.
Execution In just 30 days, we showed all the agility and grit of an Octagon battler in creating a 20,000 square foot retail oasis as part of the International Fight Week Fan Expo, a footprint designed to intrigue and welcome UFC devotees from all over the world.
It housed a huge collection of UFC apparel, collectibles and customized merchandise in a multi-leveled shopping environment.
An UFC/Reebok t-shirt wall rose high above the Retail Store, serving as a recognizable beacon.
Strategically-placed POS stations and gallery-style displays, 20 different apparel collections, valuable memorabilia, unique novelty items and interactive stations (even a 6’ Conor McGregor “Pop” figurine!) steered fans through the retail experience, flowing directly into the main cash wrap and UFC member sign-up queues.
Results By unanimous decision, we set an all-time merchandise sales record for International Fight Week, “ultimately” meeting and exceeding the overall sales goal. Pow!