Context & Challenge. In 2025 Sam’s Club sought, for the first time in decades, to reimagine their brand and establish new differentiation with competitors and relevance among Gen Z and younger growth audiences.

Our Approach. Working in close partnership with the Sam’s Club executive team, we identified a strategic white space for Sam’s Club — at the intersection of the brand’s rich heritage and unique DNA and modern culture. We developed a new brand ethos, operating philosophy and brand expression — “Come Join Us” — that helped to dimensionalize membership, value and community for the next generation of members. The new brand strategy flipped the typical command-and-control retail approach to focus on what it  means to belong to a club “built for members and with members.” 

Results. To launch the brand this June, Sam’s Club partnered with Jason Sudeikis on a national integrated media campaign built around the World Cup — extending an open invitation to a new generation of shoppers “to participate in shaping the future of retail.” New messaging repositioned the brand from transactional and price-focused to relational: a club where members have a voice in everything Sam’s Club does. The ongoing internal rollout includes a new brand book, in-club and website brand refresh, training modules and GTM materials.