University of Colorado Champions Center Brand Activation
Collegiate Facilities, Training Facilities
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, a game day interactive 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.
The locker room features integrated graphics, video displays and a one-of-a-kind oculus ceiling feature. The Thunder Chute creates an immersive experiential theatre 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.
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
Facts and Figures
- 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