NRF Foundation Student Challenge

2019 Student Challenge Finalists on stage at the NRF Foundation Gala

Student Challenge

The NRF Foundation Student Challenge isn’t an average business case competition. This unique experience gives undergraduate students at NRF University Member Schools the chance to apply what they’ve learned in the classroom in a real-world setting. Since its launch, the NRF Foundation Student Challenge has provided nearly $300,000 in scholarship funds to students across the country, and priceless career opportunities.

It’s more than an exercise. A handful of teams will earn the chance to present their pitch to leaders from retail’s biggest companies, with the top team earning a $7,000 tuition scholarship for each team member. 

The 2023-2024 NRF Foundation Student Challenge will open in March 2023! Check out last year's prompt.

The 2022-2023 Challenge:

Founded in 1948, DICK'S Sporting Goods is a leading omni-channel sporting goods retailer offering an extensive assortment of high-quality sports equipment, apparel, footwear and accessories. Headquartered in Pittsburgh, DICK'S also owns and operates Golf Galaxy, Field & Stream and Public Lands specialty stores.

Teams will form a strategy for Public Lands, a new outdoor specialty retail concept with a unique and inclusive mission, to develop the growth strategy as Public Lands looks to expand its reach both into new US markets and through eCommerce. This case will center around strategically picking new markets for Public Lands to expand to, creating a launch strategy for the highest priority market, forming a marketing strategy, sales goals etc. Teams of two to four students will collaborate on a 25 slide pitch presentation and 90 second pitch video to convince the DICK'S Sporting Goods leadership team on how their market proposal presents the best growth opportunity for Public Lands. 

The NRF Foundation will host three information sessions focused on the requirements & timeline for this year's competition:

You can also view the recording of the Q&A with last year's top team here.

Members only

The NRF Foundation Student Challenge is exclusively open to students that attend NRF University Member schools. Each member school can submit two teams of two to four students each; interested applicants must check with their school’s NRF Advisor to see how they are selecting teams to enter. Participating students must be sophomores or above at the time the scholarship is awarded in January 2024.

To join the NRF Student Association as a student member, your school must be a member of NRF. We currently partner with dozens of colleges and universities across the United States to promote careers in retail and provide students with exclusive access to educational, networking and scholarship opportunities. All students at member schools are eligible to join the NRF Student Association for free.

To find your advisor, or for more information, contact

Student Challenge 2019 top team

“This competition has inspired me to think beyond the status quo. The Student Challenge has shown me how innovative retail can be and I’m excited to take what I’ve learned during the Student Challenge and come up with my own inventive ideas.” 
- Kendall McDermott, Columbia College Chicago

  The Student Challenge enforced our idea that that retail industry is consistently evolving, especially as it relates to technology. The challenge also showed how important data is for a growing business and how said data informs retail strategists.”
University of Pennsylvania Team

Winning Student Challenge team shines on HSN
The University of North Texas team honored in the NRF Foundation’s 2016 Student Challenge Competition share their experience selling their winning product – a custom women’s handbag – on the television shopping network, HSN.
SC students on HSN

Other opportunities

NRF Foundation Next Generation Scholarship
2019 Next Generation scholarship finalists at the NRF Foundation Student Program
The pinnacle achievement for students interested in pursuing careers in retail.
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Student Program
Students at the Student Program
See how a career in retail puts you on the front lines solving complex business problems.
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NRF Foundation Student Ambassadors
Students ask questions during the Friday morning opening keynote session at NRFs Student Big Show 2017
NRF Foundation Student Ambassadors serve as the liaison between the NRF Foundation and their school.
Read more