Purdue University Football Performance Complex Brand Activation

West Lafayette, Indiana, United States

  • Typologies

    Collegiate Facilities, Training Facilities

  • Services

    Brand Activation

  • Completion


The driving power of Purdue Football comes to life in the university’s state-of-the-art Football Performance Complex. Our branding work infuses the building with energy, momentum and a feeling of unstoppable force.

In the main lobby, Purdue’s history is celebrated through trophy displays, interactive touch screens and an 18-foot-tall video wall. A towering Big Ten Championship display takes the form of a cow-catcher, the v-shaped device that historically helped locomotives plow through obstacles. The display’s curved walls showcase the pride of Purdue: The Den of Defensive Ends and The Cradle of Quarterbacks.

As student-athletes and recruits enter the exclusive team area, a vast three-story team hall space connects all team functions and acts as the facility’s central spine. Elements of graphic design, interior design, architecture and lighting combine to create a cohesive space that wows Boilermakers of all kinds.

  • The Team Hall runs the length of the training facility.

High above in the team hall, a 200-foot-long chevron ceiling feature welcomes Purdue Boilermakers at a super scale. Below, lenticular graphics, illuminated dimensional displays and powerful images envision the momentum of a potential recruit becoming a champion student-athlete, an NFL star and beyond. An interactive NFL wall with a custom helmet display allows recruits and visitors to explore the rich history of Boilermakers in the NFL.

On the lower level, a dynamic equipment display showcases an authentic Boilermaker hammer in between the latest Nike gear. The adjacent locker room features personalized nameplates at each locker, a 16-foot-wide video wall and a 26-foot-wide illuminated ceiling logo.

In the weight room, branding showcases the toughness and hard work of the team in bold super graphics. Branding also unites the training room and hydrotherapy areas – all perfectly aligned to maximize performance.

As we look to recruit the next generation of Boilermaker greats, our new training facility is one of our most strategic assets. We have Populous’ architects and brand activation team to thank for that. From day one, they worked with us to deliver an innovative facility that showcases our program and Purdue University as a whole.

Jeff Brohm / Purdue Football Head Coach
Project Team
Connect with the designers

Nick Caprario

Leo Mangimelli

Ezz Osman