Top of the World partnered with retailer Alumni Hall to open the store that included Top of the World headwear and apparel and merchandise from licensees such as Cutter and Buck, Logo Brands, Simple Modern, Garb, Skicks and Rock ‘Em Socks.
Opening week saw a lot of traffic from MSU fans, students and alums who were in town for the rivalry game. In addition to partnering with multiple licensees, Top of the World also brought in celebrity shoe designer Jordana Schrager to design a rivalry mural that visitors were able to sign during their time in the store.
“The Top of the World pop-up was a tremendous undertaking involving many individuals throughout the company, and I couldn’t be prouder of the team and how everyone came together,” said Renata Kukowski Top of the World VP of Licensing. “The pop-up showcased our full capabilities as a company—from product to marketing—but more than that, we coordinated with several complementary licensees and MSU Licensing to provide a comprehensive retail experience, the likes of which our licensing partners had never seen. In that one week, we showed our partners how industry collaboration can bring about a transformational concept, and at the same time, we were able to further promote the Top of the World brand in the MSU market.”
On October 17, Top of the World employees from the Webberville and Fowlerville offices were able to view the pop-up shop and learn more about VIP during a pop-up shop open house and employee luncheon with leadership.
“From someone who works behind the scenes, it was a nice experience to be a part of and get a behind-the-scenes look at all the teamwork and preparation that goes into marketing our brand and building relationships,” said Monica Bettner, Sub-Licensing Specialist in the Fowlerville office.