Levy Restaurants

Vegas Golden Knights

Hockey in the Desert

In 2017, the NHL’s newest franchise selected Rank + Rally to help create ice hockey fever in the desert. The inaugural season delivered a historic run to the Stanley Cup Final – the first from an expansion team in its debut season since the Original Six era. Along the way, the Golden Knights and Rank + Rally leveraged specially-curated and licensed apparel and custom shopping environments to bring Vegas fans together.

How We Did It

  • Partnered with the Vegas Golden Knights and MGM Resorts to design and launch “The Armory” – a Knight-themed shopping hub at T-Mobile Arena
  • Worked with E15 Group to curate a product mix informed by Vegas consumer shopping preferences, from exclusive Golden Knights luxury apparel to fan collectibles i.e. player, team, mascot, and match-up pucks
  • Significantly expanded service during the Stanley Cup Finals with a dozen additional retail environments, including a pop-up shop on the plaza outside T-Mobile Arena

The End Result

  • The Las Vegas puck craze was real – fans flocked to The Armory in search of collectible puck designs, including a limited-edition Crystal Puck introduced during the playoffs
  • Regular season retail per cap sales led the NHL by a wide margin and increased by more than 130% during the playoffs
  • The plaza pop-up store accounted for 15% of playoff sales and became a template for activating retail outside T-Mobile Arena


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