Everyone dreams of being super—United has celebrated U.S. Olympic competitors for over 40 years, but realized there were unsung heroes in their own fleets, too. So we set out to honor their employees along side Olympians – as action figures.

We introduced 12 custom action figure characters to the world, six Team USA athletes and six peer-nominated United employees. We revealed the figures to the world in a pop-up lair, complete with digital transformations and hero-worthy surprises. We even installed life-sized action figures in airports across the country.

The effort resonated throughout audiences and social media, even amongst the competitors themselves. Most importantly, we demonstrated that superheroes are real—and in the most unexpected places.