We strategically coordinated a simultaneous launch of the collection across the Roots of Fight website, Fanatics, and the campus store websites. To ensure a cohesive brand presence across all platforms, we provided our retail partners with a full suite of assets, including overarching copy, product descriptions, product laydowns, lifestyle images, and social media content.

To further bring the collection to life, we collaborated with Cal Berkeley to secure archival images of Marshawn Lynch and Jason Kidd from their time at the university. These powerful visuals reinforced the deep connection between the icons and the school, enhancing storytelling across digital platforms, retail displays, and event materials. By incorporating these images into our content strategy, we created an authentic and nostalgic connection that resonated deeply with both fans and the university community.

We scripted, produced, and edited two custom videos featuring Carmelo Anthony speaking about Marshawn Lynch and Jason Kidd while sporting the collection. These videos were shared as Instagram collaboration posts between the icons, Carmelo Anthony, our retail partners, and Roots of Fight, amplifying reach and engagement across their combined audiences.

Instagram reels:

• Carmelo Anthony  speaking about Marshawn Lynch
• Carmelo Anthony  speaking about Jason Kidd

Some highlights of the retail displays include

Immersive storytelling – The Cal Student Store display recreated a college dorm room setup, complete with a locker and a fabric ceiling banner featuring iconic imagery of Lynch and Kidd.

Custom graphics – The Fall Rush Store display featured fully wrapped columns showcasing art from the collection, installed by our team themselves.

Detail-oriented merchandising – Our team personally styled every mannequin and product on display, thoughtfully adjusting details like rolled sleeves and tied drawstrings to create an aspirational, lifestyle-driven look.

Full-scale execution – Both retail activations included full window vinyls, large-scale floor displays, as well as smaller displays at the front of the stores that drew traffic toward the main floor displays.

In just two days, our team transformed these spaces into highly engaging, on-brand retail experiences that celebrated the legacy of Marshawn and Jason Kidd.

The event featured dynamic conversations, with Marshawn sharing personal insights about his time at Cal alongside his mentor and Cal Football’s Director of Player Development, Kevin Parker (KP), and Cal Women’s Basketball Head Coach, Charmin Smith. A live Q&A gave student-athletes a rare opportunity to engage with Marshawn directly, making for an unforgettable and impactful experience.

The response was electric—students and alumni were engaged, inspired, and energized by the opportunity to interact with Marshawn. The excitement carried into the campus stores, where a large crowd gathered to walk with him and witness the collection’s unveiling firsthand.

This activation came together under intense time constraints, with most major event planning happening within a single week. One of our biggest hurdles was securing and adjusting the speaker lineup as plans evolved. Despite these challenges, our team remained agile, flawlessly executing every detail—from managing event logistics like parking, catering, and AV setup to designing striking banners featuring the icons and curating branded gift bags filled with stickers and Skittles for every guest. Through strategic planning and outreach, we also drove strong demand, completely selling out registrations and ensuring a packed house filled with student-athletes, coaches, and alumni eager to be part of this special moment.