Campaign: Grateful Ducks
Companies: University of Oregon, Grateful Dead, Class Trip, Nike
Agency Partners: Burson (earned media)
Dates: Oct. 19-25, 2025
The University of Oregon is celebrating its strong ties with the Grateful Dead and Nike. This partnership honors a history dating back to 1968, when the legendary band first played at the university.
David Lemieux, a Grateful Dead archivist, noted how significant the university was to the band. They performed a benefit concert in 1972 to support a local business owned by countercultural icon Ken Kesey. Now, to mark the band’s 60th anniversary, the university, Nike, and Class Trip are launching a campaign to highlight their shared history.
Carol Keese, the university’s VP of communications, mentioned, “We want to attract talented students and staff. It makes sense to be part of spaces where they are engaged.”
The collaboration kicked off with Nike and Class Trip creating a special shoe inspired by the band. This limited edition Air Max style features colors reflecting Oregon’s natural beauty. The project expanded into a full Grateful Ducks collection, including hats and jackets adorned with the band’s iconic symbols.
To promote the launch, a photoshoot was held at the Kesey family farm, a landmark of the 60s counterculture. Oregon football players, mascots, and the school band were all part of this event, showcasing the campaign’s historical roots.
In the days leading up to the football game against the University of Wisconsin, promotional content was released on social media, especially Instagram. This strategically engaged a wide audience, highlighting the collaboration’s impact on art and culture. Content ranged from highlights of the history between the bands and the university to creative video skits showcasing the spirit of the campaign.
As part of the campaign, the university hosted its first “Tie-Dye Out” game. Attendees enjoyed the band’s music, watched players don unique uniforms featuring the Grateful Dead logo, and saw celebrities like Ty Burrell energize the crowd. Keese noted, “We made the game a complete experience, not just about the sport.”
The results were impressive. The Air Max shoe and specially designed jerseys sold out quickly, and media outlets including Complex and GQ covered the campaign extensively. Social media engagement skyrocketed, with over 365,000 likes on Instagram and more than 41,000 likes on X.
This collaboration not only celebrates the university’s roots but also builds a vibrant cultural bridge connecting past and present. It reflects how brands can adapt and thrive by tapping into nostalgic experiences that resonate with audiences today.
