Louisville Tunnel Walk

Experiential Design

Amping up the Louisville fan base

We revamped the entire tunnel walk experience for the University of Louisville football program.

The 2018 Louisville football season was one of marked change. Although Louisville lost their incredible Heisman winning quarterback Lamar Jackson to the NFL, they gained a brand new stadium expansion adding roughly 6,000 seats to Cardinal Stadium, including exclusive field-level suites, an adidas Three Stripe Zone premium seating section and a new adidas lounge” where fans could grab food and drinks. 

adidas asked us to design this lounge — which players walk through on their way to the field — and use it to engage and excite students, student-athletes and future recruits. However, after examining the experience, we realized this lounge should be connected to a much needed revamped tunnel walk experience.

Louisville wanted to make it something truly innovative — something players feel and the cameras catch during big games. 

Our concept focused on the insight that at Louisville, the school is defined by the city and the city is defined by the school. They live and breathe as one Card Nation. We wanted to amplify this truth, so we created a concept called One Team. One Heart. One Ville.