Mark Hackman
Uniqlo
Train Takeovers
Welcoming a global brand to Chicago like it already belonged here.
UNIQLO was opening its first Midwest store and needed to generate local excitement while staying true to its global brand identity.
The Work
Rather than rely on predictable tourist landmarks, we built a launch rooted in everyday Chicago culture. The campaign activated neighborhood courts, street markets, and culminated with branded train car takeovers on the Red Line.
Wrapped inside and out in UNIQLO creative, the trains featured DJ Lani Love, live dance performances, and a raffle inspired by traditional omikuji fortune-telling. Local creators, fashion voices, and media were invited to experience the launch in motion.
The Impact
Organic buzz spread quickly across social and local press, helping drive UNIQLO’s highest-ever Google Trends score at the time and introducing the brand to Chicago with credibility, energy, and real local relevance.
