Columbia College Chicago Team Wins National NRF Retail Challenge

PhotoL-R: Hazel Avery, Graeme Cote, Natilee Strey, and Michelle Flores at the NRF Foundation Honors on January 12, 2025 in New York City.
Columbia College Chicago students won first place in the 2025 NRF Foundation University Challenge, with another team reaching the national semi-finals.

Columbia College Chicago students have won first place in the 2025 NRF Foundation University Challenge, a national competition recognizing innovation and leadership in retail. Competing against finalists from the Fashion Institute of Design & Merchandising and the University of North Texas, Columbia’s team—Hazel Avery, Graeme Coté, Michelle Flores, and Natilee Strey—secured the $30,000 grand prize for their innovative campaign for Carter’s, Inc., North America’s largest marketer of young children’s apparel.

The winning team developed their campaign during a five-week intensive course in fall 2024, working on product development, marketing communications, and partnership innovations for Carter’s. Their success was announced at the NRF Foundation Honors on January 12, 2025, in New York City.

Adding to the achievement, a second Columbia team advanced to the semi-finals, placing in the top 10 nationwide.

Winning Team Members:
Hazel Avery, Advertising major
Graeme Coté, Advertising major
Michelle Flores, Fashion Studies major
Natilee Strey, Fashion Studies major

Semi-Finalist Team Members:
Caroline Dominic-Giordano, Advertising major
Winnie Godinez, Fashion Studies major
Angel Luna-Rodriguez, English major
Braxton Mastre, Marketing major (Advertising concentration)

“This challenge has been an incredible opportunity for our students to apply their skills in a high-pressure, real-world environment,” says Professor Dana Connell who guided both teams throughout the competition along with Professor and Peg Murphy.“Their creativity, dedication, and teamwork set them apart.”

Since its launch in 2014, the NRF Foundation University Challenge has awarded over $6.4 million in scholarships, supporting students pursuing careers in retail and related industries.

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