united olympic action figures

Everyone dreams of becoming super. But as we progress in life, not all paths are celebrated equally.

For nearly 40 years, United Airlines has celebrated our Olympic competitors. But United realized there are unsung heroes in their own fleets too, performing amazing acts every day. So, for 2018, United set out to honor all the heroes taking flight by immortalizing them – as action figures.

We introduced 12 custom action figure characters to the world—six Team USA athletes and six peer-nominated United employees. We released the figures in a lair, complete with superhero transformations and hero-worthy surprises. And we installed life-sized vignettes of our action figure characters in airports across the country.

The campaign made waves across traditional and social media. We helped prove that superheroes are real. They are all of us. And our powers amplify when we’re United.