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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Gen Jeans: See How American Eagle’s Denim Deli Catered to Its Customers

The retail brand hosted a two-day pop-up in Nashville, Tenn., with an open-mic stage that expanded upon its “Live Your Life” messaging.

Michele Laufik
March 26, 2025

'I think it's important for brands to go to their customer versus their customer always having to come to them,' Schapiro said."I think it's important for brands to go to their customer versus their customer always having to come to them," Schapiro said.Photo: Courtesy of ShadowNASHVILLE, TENN.—On March 21 and 22, American Eagle hosted its latest experiential retail activation—the Denim Deli—in Nashville. Designed to bring the brand’s signature denim to life in an interactive way, the pop-up took over Mitchell Deli in the trendy 12 South neighborhood. 

There, visitors could grab free sandwiches and enter for a chance to win prizes, customize denim totes, and listen to live music. Surrounded by four universities, the activation aimed to attract college students, young creatives, and music lovers. 

The localized brand experience, which was produced by Shadow, tapped into a key cultural hub—Nashville’s 12 South—in an effort to connect with the right crowd.

“That was a key hindsight for us coming out of our last activation that we did where we popped up in Austin and saw some amazing traffic from the University of Texas,” explained Ashley Schapiro, American Eagle’s vice president of marketing, when discussing the location.  

“I love the idea of not always popping up in a major city,” she added. “I think the idea of a big brand coming to your town is so special.” 

The brand’s “Live Your Life” messaging was weaved throughout the space. This phrase was originally trademarked by the retailer in the mid-2000s and was resurrected in 2024. 

The concept is “much more meaningful when you show it,” Schapiro explained. It’s “this idea of just go out, eat a sandwich, grab that microphone, sing a song. So, it's about giving a platform, a place, or a community for young people to come and live their life. ... We wanted it to be a happy place where people can come and live their life and get a break from the commotion that we're living in right now.” 

The event marketing plan for the activation included enlisting 400 influencers, posting classified-inspired flyers throughout the city with pull tabs that listed “Live Your Life” dares, and integrating into Saturn, an app designed to help high school and college students maintain their schedules. 

When it comes to marketing for a Gen Z audience, Schapiro said, “We have to always stay one step ahead. ... They move fast.” 

“I think Gen Z likes to participate; it's two-way. In this example, we're not just saying, ‘Hey, we're having an event. Come watch.' We're saying, 'Come participate. After [singer] Abby Anderson sings, you can sing.'” The pop-up featured an open-mic stage where local musicians and visitors performed.

She continued, “You can also compare that to social. Social is two-way. ... You can get into positive banter with your customers on social. They ask for things; we respond. They make jokes; we make jokes.” 

Regardless of the generation, experiences like American Eagle's address a need we all have. “Right now, I think we're all just looking for some happiness and this idea of community. We all feel that way. It doesn't matter if you're 20 or you're 50 or my 7-year-olds.” 

Keep scrolling to see key vendors and more from American Eagle's Denim Deli...

VENDORS

AV: Nashville Audio Visual
Beverages: Saint James Tea 
Creative, Experiential PR, and Influencer Marketing: Shadow 
Event Staffing: Staffed Inc.
Fabrication: Farmuse 
Security: Associated Protective Service
Tote Customization: RangerStitch
Venue: Mitchell Deli

The localized brand experience was designed to create a stronger connection with Gen Z by tapping into a key cultural hub—Nashville’s 12 South neighborhood.
The localized brand experience was designed to create a stronger connection with Gen Z by tapping into a key cultural hub—Nashville’s 12 South neighborhood.
Photo: Courtesy of Shadow
'I think it's important for brands to go to their customer versus their customer always having to come to them,' Schapiro said.
"I think it's important for brands to go to their customer versus their customer always having to come to them," Schapiro said.
Photo: Courtesy of Shadow
The pop-up featured a retro diner feel with custom menus, branded condiments, and more.
The pop-up featured a retro diner feel with custom menus, branded condiments, and more.
Photo: Courtesy of Shadow
A denim-clad pickup truck was parked out front.
A denim-clad pickup truck was parked out front.
Photo: Courtesy of Shadow
Visitors could grab a free sandwich at the pop-up.
Visitors could grab a free sandwich at the pop-up.
Photo: Courtesy of Shadow
American Eagle customized every detail of a deli experience.
American Eagle customized every detail of a deli experience.
Photo: Courtesy of Shadow
At the pop-up, visitors were able to customize denim totes with Nashville-centric patches.
At the pop-up, visitors were able to customize denim totes with Nashville-centric patches.
Photo: Courtesy of Shadow
The brand’s “Live Your Life” messaging was weaved throughout the space.
The brand’s “Live Your Life” messaging was weaved throughout the space.
Photo: Courtesy of Shadow
Nashville local and American Eagle brand ambassador Chase Stokes greeted fans at the activation.
Nashville local and American Eagle brand ambassador Chase Stokes greeted fans at the activation.
Photo: Courtesy of Shadow
Country music singer Abby Anderson performed during the two-day pop-up.
Country music singer Abby Anderson performed during the two-day pop-up.
Photo: Courtesy of Shadow
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