LSU x DSG
Death Valley Tailgate
A multi-sport LSU fan experience built around athlete access, team pride, interactive programming, and the energy of game day.
DICK’S Sporting Goods kicked off the season with a Death Valley tailgate celebrating the breadth of LSU athletics. We helped shape a fully branded purple-and-gold environment where fans could meet athletes, hear their stories, capture photos, collect giveaways, and settle into the rituals that make LSU game day feel distinct.
The athlete lineup brought multiple corners of the university together, with MiLaysia Fulwiley, Kailin Chio, Kylee Edwards, and Clyde Edwards-Helaire appearing across women’s basketball, gymnastics, softball, and football.
Focus Areas
Branded Environment
Product Integration
Photo Experience
Giveaways
On-Site Production
Focus Areas
Athlete Integration
Experience Strategy
Moderated Programming
Multi-Sport Storytelling
Fan Engagement
Project Story
One Tailgate. Four Sports. All LSU.
LSU fandom does not live inside a single arena. It moves from the hardwood to the gym, the diamond, and Death Valley, with the same school pride connecting each program. The DICK’S Sporting Goods tailgate brought those worlds together through one shared fan experience.
We built the day around athlete access and participation. Guests could hear directly from LSU talent, take photos, collect autographs and branded giveaways, get their faces painted, explore fan gear, and spend time inside an environment designed to feel like the season had already started.
Christine Williamson moderated a live Q&A with the athletes, creating space for conversation around preparation, competition, school pride, and what it means to represent LSU. MiLaysia Fulwiley brought women’s basketball. Kailin Chio represented gymnastics. Kylee Edwards brought softball. Clyde Edwards-Helaire connected the day back to LSU football and the tradition surrounding Death Valley.
By connecting multiple LSU programs in one space, DICK’S Sporting Goods created a broader picture of what Tiger culture looks like The Death Valley Tailgate brought athletes, fans, families, product, and school pride together before the season had fully found its rhythm..
It has been nothing short of greatness working with Agency 3-2.
From quick turnarounds with short timelines, kid's moments, and content shoots, they have never under-delivered and always exceeded expectations. It has been a pleasure working with the team, and I am excited about the future to come.
Mike Stevens
Director, Jordan Brand Chicago