University of Colorado Champions Center Brand Activation

Boulder, Colorado, United States

  • Typologies

    Collegiate Facilities, Training Facilities

  • Services

    Brand Activation

  • Completion


We worked hand-in-hand with CU Athletics to understand the Buffs’ unique story and design custom experiential activations throughout the facilities that represent the rugged tenacity of the flatirons — the same spirit reflected in the hearts of CU’s student-athletes.

Stepping foot in the Champions Center, visitors are greeted by a large-scale faceted buffalo display and a golden portal with a large-scale video display. This area leads to the Legacy Hall, where trophy displays, the Heisman feature, an interactive game day media display and impactful custom graphics tell the history of football greatness.

In the exclusive team corridor, a countdown clock and faceted geometric Nike display greet student-athletes on their path from locker room to weight room and training facilities. At the entry to the locker room stands the Ring Room and NFL Hall — testaments to the greats who have stood shoulder to shoulder at CU over the years.

It was important to us that the facility serve more than just our student-athletes or one sports program. We’re creating a completely interconnected environment, combining athletics, academics and staff offices, to provide a shared home — and a shared sense of pride in our community.

Rick George / University of Colorado Athletic Director

The locker room features integrated graphics, video displays and a one-of-a-kind oculus ceiling feature. The Thunder Chute creates an immersive experiential theater that allows recruits and visitors to experience the power of game day. It also creates a dynamic hype tunnel as the Buffs hit the field.

In addition to the cornerstone Champions Center, Populous’ branding projects at the university have included the Dal Ward Athletic Center, Coors Event Center and the CASE Center for Academic Success & Engagement. These spaces welcome visitors, celebrate achievements, motivate student-athletes and excite recruits.

Project Details
Legacy Hall
Celebrates CU football history through Hall of Fame exhibits, displays & interactive media
Thunder Chute
Builds hype as players walk out to the field and gives visiting recruits a feel for game day
Ticket Lobby Entry Portal & Display
Showcases all sports while welcoming guests, students and recruits
Hall of Excellence
Represents all 14 sports while honoring 27-plus national titles and the athletes they represent
Project Team
Connect with the designers

Brian Mirakian

Thomas Jones