Made for All. Made for Texas.
In Fall of 2024, UNIQLO made a bold entry into Texas with five new stores in Dallas and Houston, embracing the state’s unique spirit and individuality. Knowing that Texas is like no other place, we aimed to connect authentically with its people, celebrating the diversity, fierce independence, and community pride that define modern day Texas.
Global Creative Lab created the Texas-focused campaign, "Made for All. Made for Texas.", in close partnership with the marketing team at UNIQLO USA.
Guided by deep local insights and key partnerships, the campaign highlighted a variety of everyday Texans—a restaurateur, cowgirl, ceramicist, country singer, pit master, a student, and former NFL player—each a vibrant piece of the Texas mosaic.
Through digital, billboards, in-mall media, and the "Spirit of Texas" magazine, we told their unique stories, highlighting how LifeWear fits into their lives and empowers them daily.
The result was one of UNIQLO’s most triumphant launches, with passionate Texans lining up on opening day and creating a remarkable energy that led to outstanding sales at each of the five stores.
"You would have thought Taylor Swift or Beyoncé tickets were on sale instead of T-shirts and puffer jackets, but such is the passion for this particular brand."
—Texas Monthly, October 2024
"Uniqlo had found other ways to make its newest stores feel unique. A well-placed stack of free branded magazines bridged the Texas/Japan gap by featuring ethnically and racially diverse stories about statewide Uniqlo fans. “The Spirit of Texas,” was the title. The copy seemed impeccably— not to mention shrewdly—targeted at our self-referential, exceptionalist hearts."
— Texas Monthly
Credits:
Creative Director: Joe Encarnacion
Senior Art Director: Hannah Yassky
Photographer: Katie McCurdy
Director: Erynn Patrick Lamont
Casting: Lilac Perez
Styling/Wardrobe: Rachel Wang
Copy: Emily Chang, Nora Deligter
Design: Joel Fear, Nic Sinclair
Strategy: Brian Jang, Charles Steadman, Emi Park-Cummings
UNIQLO Head of N. America Marketing: Nicolas Cessot
UNIQLO Director of N. America Retail Marketing: Sarah Jun
UNIQLO Retail Marketing: Corey Spotswood, Angie Decker
Production: Rosco Production