Abercrombie & Fitch

The Challenge 2023
Abercrombie & Fitch Co. Global Home Office, Ohio
September 22, 2023


Engage a Global Audience with a Spectacular Music Event

The Challenge is an annual music festival and fundraiser presented by Abercrombie & Fitch Co. Each year, the event draws thousands to the A&F Co. Global Home Office in New Albany, Ohio, for live music, food and drink, and more. Bartha has had a longstanding partnership with the team at A&F Co., helping to operationalize their event vision. The Challenge has grown exponentially over the years. In 2023, our team was tasked with engaging directly with talent to put on the best show possible, fulfill all artists needs related to light and sound, and manage stage setup, back line, and more.

photo by Kyle Long Photography
photo by Kyle Long Photography
photo by Kyle Long Photography


Fusion of Technology and Talent-Driven Experience

To tackle the challenge, the Bartha Team orchestrated a seamless blend of staging and technology to elevate the heart of the event—a talent-driven experience on stage.

Working closely with renowned bands such as AJR and Kygo, the team curated artist riders to craft a captivating audio-visual experience for each performance. Impeccable logistics management ensured smooth execution, emphasizing the intricate details that made it all come together.

Collaboration with A&F Co.’s in-store music creator added an extra layer of synergy, ensuring the festival maintained its uniquely branded character. Multiple local Ohio partners were seamlessly integrated, contributing to the authentic community feel that has been a hallmark of The Challenge presented by A&F Co.

⯇ first three photos provided by Kyle Long Photography


Fundraising Success and Global Unity

The impact of the event was resounding. The Challenge presented by A&F Co. successfully raised a record-breaking $8M, contributing to the legacy of over $38 million raised so far. Careful budget management, while being sensitive to fundraising constraints, ensured that the event not only met but exceeded financial goals.

The addition of LED walls, extra cameras, and drone footage enhanced the visual spectacle, creating an immersive experience for both in-person and virtual attendees.

The event agency’s strategic approach allowed Abercrombie & Fitch to maintain the festival’s unique look and feel, proving that even in a small space at the A&F Home Office in New Albany, OH, a globally resonant and impactful event could be delivered seamlessly.

Abercrombie & Fitch The Challenge 2023

Abercrombie & Fitch headquarters
New Albany, OH