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.
Our big A-HA! 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!