With a goal of establishing GPJ as the industry leader with brand marketers and raise awareness with college academia and their design students around Experience Design, we created the first of its kind, Brand X Challenge, a national competition where student teams competed for prize money and internships. Teams were judged by a panel of 40 marketers from some of the world's top brands. Their challenge? To create a fully integrated experiential marketing program for Under Armour at the 2014 Winter Olympics in Sochi.