Experiential marketing is built on emotion—but for too long, the industry relied on surface-level metrics to track success. Social shares, impressions, headcount’s? They matter, but they don’t tell the full story.

Today, the best brands are investing in ways to measure how their audience feels—not just what they do.

Every brand has a favorite way to show up in the world. But have you ever stopped to think about what that says to your audience?

Whether you lean into immersive pop-ups, IRL gifting, panel discussions, or sports-based takeovers—your activation strategy speaks volumes. About your priorities. Your audience. Your willingness to experiment. And most importantly, your identity.

Here’s a quick breakdown of what your favorite format might be telling the world:

Nike’s After Dark Tour in Los Angeles was more than a race — it was a celebration of sport, empowerment, and community. And we were proud to help bring that moment to life for 12 Hibbett team members in a way that went far beyond the starting line.

From coast to course — we designed and executed a fully immersive Nike Running experience, built to turn retail teammates into energized, informed brand advocates.

Brands are thinking beyond booths and banners in 2025. If you're trying to win attention (and build loyalty) you need more than a good product. You need to deliver an experience worth remembering and worth sharing. Here's what's trending in experiential marketing right now.

Urban Outfitters is redefining the back-to-school season with its innovative "UO Hauls" campaign. By merging practical needs with immersive experiences, the brand is creating memorable moments that resonate with Gen Z consumers.

If you’re trying to reach Gen Z or Gen Alpha, you can’t just tell them— you have to show them. Supergoop! gets that. Their recent takeover of Pizza Leila wasn’t just a clever brand stunt—it was a full-blown, on-trend experience designed to make sunscreen relevant (and cool) to the next generation.

Ulta Beauty didn’t wait until the expo doors opened to win over Gen Z and Gen Alpha—they captured their attention (and affection) the moment attendees arrived. In this edition, we’re breaking down exactly how they did it—and what your brand can learn from their approach.