Each year, the **Florida Classic** brings together more than a football rivalry—it’s a celebration of culture, pride, and legacy. For IKEA, it was the perfect stage to showcase how thoughtful design and experiential marketing can meet fans where they are, creating moments that resonate far beyond the stadium.

At Nudawn Marketing Group, we were proud to produce and execute the full IKEA & Florida Classic 2025 Activation Strategy, spanning three powerful touchpoints that connected fans, celebrated community, and brought the IKEA brand to life in authentic and unforgettable ways.

Highlights at a Glance

Battle of the Bands
The weekend kicked off with unmatched energy as the Battle of the Bands brought the rhythm, pride, and pageantry of HBCU culture center stage. IKEA’s presence made an impression through high-energy brand visibility - transforming crowd excitement into connection, as thousands of fans experienced IKEA’s innovative spirit and modern design firsthand.

Tailgating FanFest

On game day morning, the Tailgating FanFest delivered the ultimate pre-game celebration with strong foot traffic and interactive engagement that drew attendees from across both fan bases. Nudawn’s on-site team activated with seamless coordination, distributing IKEA-branded premium clear bags an instant hit that married functionality with fan enthusiasm. The experience not only amplified brand visibility but created lasting recall through direct, meaningful engagement.

Florida Classic Game Day – The Rivalry Lounges
When the main event kicked off, fans from both sides found their home turf at The Rivalry Lounges - themed uniquely for Bethune-Cookman University (East) and Florida A&M University (West). Each lounge featured furnishings from one of IKEA’s newest lines, Stockholm, (link to Design Days blog) styled to reflect sophistication, comfort, and that unmistakable game-day energy. The result? A space that felt welcoming, stylish, and game-ready, embodying IKEA’s commitment to accessible design that inspires real-life moments.

Designing Experiences That Live Beyond the Moment

From concept to completion, Nudawn ensured every detail aligned with IKEA’s global brand standards, adhering to precise logo placement, white space guidelines, and cohesive color integration, while tailoring the experience to the local energy and cultural pride that define the Florida Classic.

Our activation approach continues to reflect Nudawn’s “Sixth Sense” - the ability to see beyond traditional brand touchpoints and create environments that spark connection, emotion, and authenticity.

As the Florida Classic 2025 ended, one truth stood clear: when brands like IKEA connect through purpose, culture, and design, the impact extends far beyond the weekend.

Let’s Create Your Next Unforgettable Experience

At Nudawn Marketing Group, we engineer moments that move people and elevate brands. From global activations to local experiences, our work fuses strategy, storytelling, and innovation to transform spaces into stories and audiences into advocates.