Freehold returned to the 2025 Berkshire Hathaway Annual Shareholders Meeting in Omaha for a second year, partnering with Pilot Flying J and Tombras to deliver an expanded, multi-platform brand activation. Building on the success of 2024’s mobile coffee carts, Freehold upgraded to a fleet of branded golf carts serving nearly 7,000 cups of coffee while reducing waste by 10%, supporting Pilot’s sustainability mission. The activation extended to the Brooks 5K run with complimentary beverages, and inside the convention hall, Freehold created two custom experiences: an interactive Pilot x Jazwares booth showcasing iconic American landmarks, and a semi-truck trailer featuring a claw machine prize vault and a truck driving simulator. Founder Brendan McDermott emphasized the collaboration’s focus on joy, hospitality, and innovation. The project highlights Freehold’s expertise in creating impactful, scalable brand experiences across live, digital, and retail environments.
Freehold partnered with Jordan Brand to create two immersive retail and cultural experiences for NBA All-Star Weekend 2025—one in San Francisco and one in Oakland—celebrating the brand’s legacy while focusing on community, style, and innovation. In San Francisco, Freehold transformed a Shoe Palace basement into “Apartment 23,” an experiential space highlighting women in sports with exclusive Jordan drops, styling, music, and social connection. In Oakland, Freehold reimagined the Shoe Palace on Telegraph Avenue into a modern Jordan Brand store for the launch of the Jordan 1 “Banned,” featuring a vintage bank vault display, a Nike film, a live DJ, and interactive photo activations. Freehold’s Senior Producer emphasized the company’s passion for blending retail, community, and storytelling. Both projects showcase Freehold’s expertise in experiential design and branded environments for global brands. Freehold is a creative studio with offices in LA, San Francisco, and Charlotte, specializing in experiential design and fabrication.
In April 2025, Freehold partnered with Jordan Brand to transform the elite high school basketball showcase in Washington, D.C., into a dynamic branded journey celebrating rising talent. From a premium player styling suite with exclusive gear, gaming lounges, and bespoke grooming services, to immersive on-court branding and arena graphics, every detail honored the athletes and their moment. Freehold also crafted custom MVP jackets awarded to standout players like Aaliyah Chavez and Kiyan Anthony, amplifying the event’s cultural impact across social media. Brendan McDermott, Founder of Freehold, emphasized the seamless blend of design, fabrication, and storytelling that made the Classic more than a game—a resonant cultural moment.
In May 2025, Freehold partnered with Nike to launch “24.7,” a performance-meets-lifestyle collection for athletes on and off the court. Freehold transformed flagship Nike stores into immersive “24.7” worlds featuring interactive displays, multi-sensory showcases, and narrative-driven installations that embody Nike’s “every hour is game time” ethos. Scaled-down versions of the experience were also deployed across Nike’s store fleet to emphasize community and culture. Brendan McDermott, Founder of Freehold, highlighted the goal of matching the product line’s versatility with bold, high-performance environments. This collaboration exemplifies Freehold’s expertise in turning global brand stories into unforgettable physical experiences.
In May 2025, Freehold partnered with HBO to create an immersive, post-apocalyptic experience for the highly anticipated premiere of The Last of Us Season 2. Hollywood Boulevard was transformed with a massive 120-foot scenic press wall and two fan zones featuring dramatic sets and dynamic lighting that brought the show's world to life. The event culminated in a bespoke after-party at the historic Hollywood Roosevelt Hotel, designed by Freehold to fully immerse guests in the series' atmosphere. Creative Director Mike Mankin emphasized the goal of delivering a cinematic, unforgettable experience that honored the cultural impact of the show. Freehold specializes in experiential design, crafting bold branded environments that connect storytelling and space.
Freehold Brings Summer Vibes to Chicago Winter with Liquid I.V. Activation In March 2025, Freehold teamed up with Liquid I.V. to transform Maggie Daley Park’s icy Ice Ribbon into a vibrant “Liquid I.V. Lemonade Stand” experience, launching the new Sugar-Free Raspberry Lemonade Hydration Multiplier. The activation featured Hydration Multiplier snow cones, free samples, swag, DJ MAAD, and fun outdoor games, creating a playful and energizing escape from the cold. As Production Director Ashton Trujillo said, the event brought a feel-good, unexpected summer mindset to winter in Chicago. Freehold, a creative studio with offices nationwide, specializes in experiential design that connects brands and audiences through immersive, memorable environments.
Freehold partnered with Gap to bring a bold new concept store to life in NYC’s Flatiron District. Acting as the lead design and fabrication partner, Freehold delivered a modular, data-driven retail lab that sets the stage for Gap’s future retail strategy.
In the fast-paced world of marketing and advertising, brands are realizing that bigger isn’t always better. The days of relying solely on major agencies with their sprawling teams and cookie-cutter approaches are giving way to a more personal, nimble, and cost-effective solution: boutique agencies.
