Aviator Nation marks Grateful Dead anniversary with in-store activation
A specialty apparel brand turned two San Francisco stores into temporary omnichannel shrines honoring one of that city’s most famous rock bands.
During the three-night series of Dead & Company concerts celebrating the Grateful Dead’s 60th anniversary held at Golden Gate Park in San Francisco Aug. 1-3, 2025, Aviator Nation offered a music-focused, in-store experience at two locations near that city’s Haight-Ashbury district where the Grateful Dead got their start in 1965.
Aviator Nation delivered a retail activation based on a real-time collaboration with licensed music streaming platform Custom Channels. Already partnering with Custom Channels to stream professionally curated, era-specific playlists across select locations, the retailer had the company create and deploy a Grateful Dead playlist takeover across its two San Francisco stores to coincide with the anniversary shows.
The stream integrated seamlessly with Aviator Nation’s existing music systems. In addition, the two stores were transformed visually into celebration zones featuring an immersive environment with in-store signage, sidewalk art, and collectible stickers.
"Music has been part of our brand from day one," said Lizzie DeGroat, Aviator Nation regional manager and national retail event director. "We play mostly '60s and '70s rock to maintain our aesthetic, and Custom Channels has been instrumental in curating that feel in a licensed, consistent way."
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Aviator Nation in-store Grateful Dead activation. -
Aviator Nation in-store Grateful Dead activation.
The entire effort came together in under 48 hours, according to DeGroat. The rollout occurred through Custom Channels’ streamlined platform which offers optional in-store messaging, branded audio content, and compliant public performance licensing.
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Since the Grateful Dead activation, Aviator Nation has committed to expanding Custom Channels across its 18-store fleet, excluding one music venue-based site. Both Aviator Nation and Custom Channels are also now exploring additional activations around artist launches, local festivals, and retail-driven music tie-ins.
"This wasn’t just a win for the weekend – it was a turning point in the partnership," said Jeremy Bookman, director of sales at Custom Channels. "The Dead event helped demonstrate the value of branded music as an emotional driver and business differentiator. That realization pushed the rollout forward."
Coastal-themed apparel brand Vineyard Vines also collaborated with the Grateful Dead on an omnichannel collection celebrating the band’s 60th anniversary in May. Vineyard Vines teamed up with the Grateful Dead to offer an exclusive range of apparel and accessories on its website, with select styles also offered at the retailer’s brick-and-mortar store locations.
