Retailers pulled out creative stops in July, from Nike's star-studded World Cup campaign to Lego's massive trophy installation in New York City. Here are the brands that broke through the noise, created memorable experiences, and made strategic bets on their future.

“Most Impactful Campaign:” Nike's Rip the Script campaign

For the second month in a row, Nike won for its six-minute "Rip the Script" campaign that served as the centerpiece of its World Cup marketing push. The video featured 30 celebrities and generated 50 million YouTube views in one week.

"This was CEO Elliot Hill's whole turnaround bet," our analyst Becky Schilling said on a recent episode of "Reimagining Retail.” "Football was one of the five pillars of Nike's comeback, and riding on this one campaign gave it legs for an entire tournament."

Nike built the video into the foundation of a seasonal strategy rather than a standalone ad. Capsule drops, Lego tie-ins, and street play initiatives all hung off it, with content rolling out through the tournament's final weekend.

Other nominees in this category included Gap's '90s nostalgia campaign featuring Hailey Bieber and Farmers Insurance's brand refresh with a new pink identity and "Honesty is Our Policy" platform.

"Best In Real Life Initiative:" Lego's World Cup trophy

Lego took this award for building a 27-foot-tall World Cup trophy made from more than one million Lego bricks in Rockefeller Plaza. The installation was free to the public and served as a gathering point for fans watching games.

"It really was this focal point where fans from all over the world could gather around this huge trophy and watch the game," Schilling said. "There was nothing to buy. It was all about bringing people together in community."

The execution created a halo effect for the nearby Lego store while supporting the brand's broader World Cup activations, including a viral social media ad featuring Messi and Ronaldo building the trophy.

Other nominees included Aldi opening a flagship store in Times Square to reach US tourists and expand brand awareness, and Skylark's Justin Bieber-branded pop-up in New York's Meatpacking District that drew overnight lines.

"Greatest Under-the-Radar Move:" Hasbro's Play-Doh for adults

Hasbro won for launching Blooms by Play-Doh, an adult-focused line of crafting and home decor products. The move tests whether toy brands can replicate Lego's success in capturing adult consumers.

"There are so many grown adults I know that are really into Legos, and apparently there's a huge resale market for old Legos," our analyst Blake Droesch said. "I think Hasbro is testing to find out, can that work in other toy categories?"

The product taps into the "adulting" trend where childhood brands use nostalgia to create analog hobby products for grown consumers. Play-Doh's DIY and crafty elements make it a natural fit for this segment.

Other nominees included Bath & Body Works launching its Fruit Fusion line simultaneously on Amazon for the first time, marking a strategic shift for the mall-era brand, and Tailored Brands announcing plans to add 500 stores over the next decade following its 2020 bankruptcy.

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