The series of PAX conventions were created, and are known, for the fans. A few weeks before the Gear of War 4’s launch Xbox was looking for a unique way to connect with their fans at PAX West. We partnered them with one of the trendiest apparel stores in the world, BAIT, and hosted a week long store takeover at their Seattle location. Throughout the week fans could join the Gears of War 4 team for autograph signings with Run the Jewels, daily limited edition shirt giveaways, the exclusive reveal of Todd James’ second Gears of War poster, and many more fan-focused activities.

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