Nike x SCHEELS Texas Gear Up Day
A Longhorn fan experience connecting University of Texas product, Madison Booker, interactive sport challenges, cheer, giveaways, and game-day culture at SCHEELS Cedar Park.
For Texas Gear Up Day, we transformed the area outside SCHEELS Cedar Park into a fully branded Nike and Longhorn environment designed to make shopping for the season feel like part of the season.
Field graphics, sport and agility challenges, photo moments, athlete access, branded giveaways, and University of Texas product brought sport and retail into the same journey.
Focus Areas
Product Integration
Photo Experience
University Partnership
Giveaways
On-Site Production
Focus Areas
Athlete Integration
Interactive Sport
Fan Engagement
Retail Activation
Branded Environment
Project Story
Sport Set the Environment
Texas Gear Up Day successfully dissolved the boundary between retail and fandom by transforming the exterior of SCHEELS Cedar Park into a high-energy, fully branded Nike and University of Texas environment. Driven by the concept "Gear Up, Texas," the activation tapped into the existing rituals of the college football season to turn standard apparel shopping into an immersive game-day experience.
An enclosed footprint featuring field graphics, tire tosses, and simulated agility challenges brought the atmosphere of a stadium parking lot directly to retail, establishing a sport-first environment where fans could actively compete, snap photos at a branded step-and-repeat, and immerse themselves in burnt-orange school spirit.
The activation anchored its fan engagement around an immersive, multi-layered appearance by Longhorns women's basketball star Madison Booker. Rather than confining the athlete to a static, isolated signing table, Booker became an active part of the experience joining fans in the interactive sport challenges, taking photos, and engaging the crowd in a live Q&A session before moving to an official signing.
After competing outside and meeting Booker, the crowd naturally migrated into SCHEELS to purchase their seasonal University of Texas apparel and Nike gear. Ultimately, game day started long before the stadium, leaving fans fully equipped, emotionally connected, and ready for kickoff.
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