As brands continue to prioritize experiences that stop consumers in their tracks, January delivered a strong mix of permanent installations, pop-ups, and community-driven moments that went far beyond traditional sponsorship visibility. From winter sports innovation in the Alps to immersive fan storytelling and culture-led brand hubs, these activations showcase how brands are using experiential marketing to create lasting impact.

Here are some of the standout experiential activations from January 2026.

Lacoste Enters Padel with a Permanent Alpine Installation

Lacoste partnered with a local tourism board and sports club in Courchevel to install two branded padel courts set against the backdrop of the French Alps. Designed as permanent installations, the courts are playable year-round thanks to geothermal heating systems—turning a seasonal ski destination into a multi-sport hub.

Beyond the visual spectacle, the activation marks Lacoste’s official entry into the fast-growing sport of padel, aligning the brand with premium leisure, performance, and European sport culture. By embedding itself directly into the destination, Lacoste created an experience that lives on long after the initial buzz.

Ticketmaster and the Buffalo Bills Preserve Fan History

At the Buffalo Bills’ final game at “Old” Highmark Stadium, Ticketmaster partnered with the team to launch a time capsule activation celebrating more than 50 years of football history. Fans, former coaches, players, and community members were invited to contribute messages, memorabilia, and memories tied to the stadium.

The activation leaned heavily into emotion and legacy, positioning Ticketmaster not just as a ticketing platform, but as a curator of fan experiences. By anchoring the activation to a milestone moment, the brand reinforced its connection to the fan journey—past, present, and future.

McDonald’s Turns Up the Heat with a Temperature-Triggered Pop-Up

Following its “¡El calor activa lo irresistible!” campaign, McDonald’s launched a pop-up kiosk when temperatures rose above 25°C, inviting pedestrians to sample its new McFlurry Costa Rama flavor. The activation used real-world conditions as the trigger, creating urgency and relevance in the moment.

The bold, heat-themed installation doubled as both sampling station and social content generator, blending product trial with cultural timing. It’s a strong example of how brands can turn everyday environmental factors into experiential opportunities that feel organic rather than forced.

Le Club Lacoste Floats Tennis and Culture on the Yarra River

With Le Club Lacoste, the brand transformed Melbourne’s Yarra River into a floating social hub that brought together tennis, fashion, food, and culture. The activation featured a floating tennis court, live Australian Open match screenings, music, and a bar—creating a premium lifestyle destination on the water.

By aligning the experience with the Australian Open, Lacoste reinforced its long-standing tennis heritage while expanding into a broader cultural conversation. The result was an immersive brand world that invited fans to engage with Lacoste beyond apparel.

Seedlip Brings Storytelling to Dry January

Seedlip activated Dry January at the Westfield World Trade Center with a premium, education-led experience designed for wellness-minded commuters. Central to the activation was a character-driven “Botanical Response Team,” which used storytelling and one-on-one interaction to introduce consumers to Seedlip’s non-alcoholic spirits.

Rather than focusing solely on sampling, Seedlip leaned into brand education and human connection, positioning itself as a thoughtful, sophisticated alternative in the non-alcoholic space. The activation reinforced Seedlip’s leadership during a key cultural moment for mindful drinking.

The Takeaway

January’s standout experiential activations highlight a clear trend: brands are investing in experiences that are immersive, culturally relevant, and often designed to last beyond a single moment. Whether through permanent installations, emotionally driven fan engagement, or condition-based pop-ups, these activations show how experiential marketing continues to evolve into a core pillar of modern sponsorship strategy.