When Culture Meets Chaos
ComplexCon is a full-blown cultural collision where fashion, music, sneakers, food, and art crash together under one roof. Created by Complex Networks, it’s part festival, part flex. A place where brands show up to make noise, not just show face.
So when ESPN decided to hit the floor? Subtle wasn’t the vibe. They needed something bold, immersive, and completely unforgettable. Something to stand out among all the different giveaways and performances going on.
There was just one catch: They needed it done in 17 days.
The Lead That Came Out of Nowhere
From a Random Form Fill to ESPN
It all started with a simple form submission from an agency called Civic. No client name, just a vague note about a sports broadcasting company with an urgent task.
Chase, our New Biz guy, followed up immediately like always. A few days later, the curtain dropped: ESPN. ComplexCon.
No big deal, just a pop culture power move with Nike, Adidas, and Red Bull as neighbors on the show floor…let’s roll.
The Ask: ESPN’s Ultimate Man Cave
The brief was clear: this is a fan experience. Think: ultimate man cave meets “scroll-stopping” meets “I want to hang here all day.” A place to chill, talk sports, and snag a killer photo op. This wasn’t about product placement or promo screens, it was about creating a space people wanted to be. It felt like you’d just walked into your buddy’s man cave, game on, drinks cold, and energy high.
ESPN came to us with a very detailed design book on what they wanted, and it was our job to make it come to life.
The Reality: 17 Days of Controlled Chaos
We got the call on October 7. The booth had to be on the floor by October 24. Mind you it was a 30×30 booth too.
That’s:
- Design
- Estimating
- Engineering
- Fabrication
- Graphics
- Shipping
- Install
In two and a half weeks.
For most teams? Panic.
For Highway 85? Prime time.
Every department went into full sprint mode. There were no silos, no waiting on “next steps.” Just nonstop collaboration, caffeine, and creative problem-solving.
This job was an all-hands-on-deck mission.
Reinventing Our Inventory
Making Rental Look Custom
Since we needed everything ready so fast our idea was to take what we had in our rental inventory and freshen it up to make it look completely custom just for ESPN
What did this “custom” booth end up being made out of? 99% Highway 85 rental inventory.
That’s right, no time for custom fabrication meant we had to think fast and think cleverly. We pulled from our existing stock, re-skinned panels, refreshed finishes, and reimagined layouts until it felt completely one-of-a-kind.
By the time it hit the floor, you’d never guess it came from our rental stock. It looked polished, intentional, and totally ESPN.
Nobody on the show floor knew the difference..and that’s the point. We made it look custom because that’s what we do.
Showtime: ESPN Takes Over ComplexCon
The Booth That Stopped Traffic
When ComplexCon opened, ESPN’s booth hit like a highlight reel. It wasn’t flashy just for the sake of it. It was smart, inviting, and meticulously on-brand. The man cave setup nailed the vibe: part living room, part lounge, all attitude.
Fans didn’t just pass by, they stepped in, took photos, talked sports, and stayed awhile. Just like we designed it.
ESPN’s Reaction? All Love.
By the end of the weekend, the positive feedback was music to our ears. The booth looked completely custom, ran smoothly, and matched the energy of the show perfectly.
Civic and ESPN were stoked, and even better, they were surprised it came together that fast.
We delivered an experience that felt authentically ESPN and distinctly Highway 85.
What It Proved
1. Creativity > Time
Deadlines don’t scare us, they push us. We didn’t have the luxury of overthinking or overbuilding. Instead, we trusted our instincts, leaned on our inventory, and made every move with purpose.
2. Teamwork Is the Secret Sauce
This project was proof that nothing great happens alone. From sales to creative to production, to installation. Every small move stacked up into something massive, letting our culture of collaboration prevail.
3. Pressure Is the Playground
Some teams panic under pressure. We thrive on it. Tight timelines, high expectations, zero excuses, that’s our sweet spot.
Don’t Plan to Procrastinate. But If You’re in a Pinch…
Look, we’re not saying you should wait until 17 days before a major event to get rolling.
But if the clock’s ticking and you need a booth that still hits like a headliner? We’ve got you.
Let’s build something bold. Schedule a free discovery call with our sales team to see how we can help you make a scene.
