Established in 2002, Undefeated is the original authentic sneaker store and apparel brand offering the best curated products and exclusive collaborations. Their unique, trendy designs consistently push apparel in new directions. Undefeated’s deep roots in nerd culture made them a natural fit for Xbox’s biggest gaming series, Halo. The sci-fi first-person shooter series is one of the biggest brands in all of gaming, selling over 70 million units of software and branching into other entertainment genres since the series was launched in 2001.
The release of Halo 5: Guardians was one of the biggest moments of this console generation. To celebrate its launch Undefeated and Xbox partnered to create an exclusive line of Undefeated Halo 5: Guardians lifestyle gear. The activation included a logo design that merged the brands into a unique look only used with this collection. The apparel featured cutting edge sci-fi inspired designs that sparked the Halo community’s imaginations.
The apparel was sold at the Halo 5: Guardians Pop-Up Experience at Undefeated in Los Angeles, California. The store was wrapped in custom Halo 5: Guardians branding, including an interior filled with art and other decorations directly from the Halo franchise. Consumers lined up around the building to tour the experience where they could buy Undefeated Halo 5: Guardians apparel and try out the game for themselves.
The week long pop-up, timed with the launch of Halo 5: Guardians, was visited by thousands of video game fans. The experience was advertised in several local radio hits to help drive traffic to the store. The collaboration was featured on all major gaming and lifestyle media platforms, and picked up by most major online media.