Steakquon’s Madden NFL 26 Takeover

Hurdling into hearts and minds.

THE BRIEF

Launch EA Sports Madden NFL 26 Philly style, with a takeover of Geno’s Steaks — the “Times Square” of South Philly — for Saquon Barkley’s cover reveal.

WHAT WE DID

SOBOL produced every element and led creative direction for Saquon Barkley’s Madden NFL 26 cover reveal, flipping Geno’s Steaks into Steakquon’s overnight for a one-week run: new signage and a full facade wrap, a rooftop Saquon hurdling Geno’s famous cheesesteak, a life-size cover photo op where fans played the defender, and “The Hurdle” special served with custom cups, bags and merch. Saquon slung steaks and signed for hours, and the takeover earned coverage from The Philadelphia Inquirer, CBS News, FOX 29, 6abc and Axios, and went viral on social.

ON THE GROUND

Crowd and cameras outside Steakquon's for the Madden NFL 26 cover reveal in Philadelphia

Fan holds a Steakquon's Madden 26 cup in front of an Eagles jersey

Rooftop sculpture of Saquon Barkley hurdling a giant cheesesteak

Crowd gathered outside Geno's Steaks during the Madden NFL 26 takeover

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