Traditions and rituals are a social glue that binds groups within our society.
REPOSITIONING A STORE AS THE AUTHENTIC PLACE TO GET EVERYTHING CRIMSON
Brand Strategy: When University of Alabama merchandise can be purchased at Walmart, we positioned the on-campus retailer, “The Supe Store," as the authentic destination for Crimson Tide fans.
Creative Idea: Champions Shop Here. Using vintage football program graphics, we broke through omnipresent contemporary imagery and aligned “The Supe Store” with the traditions and lore of University of Alabama football.