We Are Warriors hosts Blak Powerhouse every January 26. It’s a one-day celebration of Blak Power and joy. The energy is high, the community shows up, but many were experiencing the movement without joining it. WAW needed a way to turn spectators into believers, especially with Gen Z.

The brief was to create an immersive experience that made young people feel like insiders, not just attendees. Something that embodied the spirit of We Are Warriors and drove a real, lasting connection to their platform and community.

Working as part of a team at D&AD Shift Sydney, we developed The Warrior Locker Room, an experiential activation concept built around the most powerful symbol of team belonging: the locker room. Not just a stunt, but a whole world. Each locker, dedicated to a Warrior, their story, their number, their presence. Visitors could claim their own access pass, pick up a Warrior jersey, and step inside the inner sanctum of the movement.

The thinking behind it was simple: the most passionate supporters in the world are sports fans. They don't just follow a team, they belong to one. We Are Warriors had that same potential energy, and the Locker Room was built to unlock that potential.