CASE STUDY
New Era Super Bowl Multi-Location Fan Experience
Brand Activation
- Minneapolis MN
- Brand Activation, Pop Ups
Executive Summary
At Super Bowl LII, New Era set out to do more than sell merchandise. The goal was to become a defining part of the fan experience surrounding one of the world’s biggest sporting events.
NPARALLEL + Atomic Props brought New Era’s vision to life through a multi-location activation strategy that blended large-scale retail, immersive brand engagement, and mobile touchpoints. The result was a cohesive presence that met fans wherever they were, turning New Era’s Super Bowl footprint into a series of must-visit destinations.
Business Challenge
The Super Bowl is one of the most competitive brand environments on the planet. With thousands of fans moving between the stadium, Super Bowl LIVE, and surrounding activations, New Era needed to stand out at scale.
The challenge was to create multiple experiences that felt connected yet distinct, driving engagement across retail and experiential touchpoints while maintaining consistency, efficiency, and strong brand presence throughout the event footprint.
Goals & Objectives
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Establish New Era as a central part of the Super Bowl fan experience
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Drive high-volume retail traffic with a flagship store presence
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Create immersive brand engagement beyond traditional retail
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Extend reach through mobile, high-visibility touchpoints
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Deliver a cohesive brand story across multiple locations
Our Solution
Flagship Super Bowl Retail Store
NPARALLEL + Atomic Props designed and delivered an 1,100-square-foot retail store, the largest New Era presence at the Super Bowl. The space functioned as a high-energy destination, allowing fans to shop exclusive merchandise while fully immersing themselves in the New Era brand.
Super Bowl LII Brand Experience
To extend engagement beyond retail, a 400-square-foot brand experience was created at Super Bowl LII. This activation invited fans to interact with the brand in a more experiential way, reinforcing New Era’s connection to the culture, excitement, and community surrounding the game.
Mobile Memorabilia Kiosks
Two rolling memorabilia kiosks were deployed across the event footprint, bringing New Era directly to fans on the move. These mobile units increased accessibility, captured impulse moments, and ensured consistent brand visibility throughout Super Bowl week.
Results
New Era’s multi-touchpoint strategy transformed its Super Bowl LII presence into a series of high-impact destinations. Fans engaged with the brand across retail, experiential, and mobile environments, enhancing the overall Super Bowl experience while reinforcing New Era’s role at the heart of the event.
The activation delivered strong visibility, sustained fan engagement, and a cohesive brand narrative across one of the most watched sporting events in the world.
Ready to Create a Game-Day Moment That Scales?
From flagship retail environments to immersive fan activations, we design and build experiences that show up big when it matters most. If you’re looking to connect with audiences across multiple touchpoints and high-profile events, let’s create something bold together.
Whether you need rapid-turnaround fabrication, cutting-edge AR integration, or installations that command attention in high traffic locations, our team delivers the technical expertise and creative vision to bring any brand activation to life.