2025 marks Delta’s 100th year in service and our first year launching a consumer-facing digital Delta Shop, making commemorative centennial merchandise available to fans worldwide while establishing an online testing ground for bold collaborations with partners across the travel, sports, fashion, and wellness landscape.
The launch team for Delta Shop began with a lean group of four program leads. Throughout the year, we’ve added a merchandise strategist, art director, project manager, and supporting researchers, yet we remain a tight-knit group collaborating across the enterprise to centralize the digital footprint of Delta’s lifestyle-driven merchandise and apparel collections.
To date, Delta has driven $5M+ in sales through an efficient marketing structure, primarily focused on owned airport channels, social media, and brand activation presence. As the program’s Creative Strategy lead since inception, I couldn’t be more proud of both the creative ingenuity and collaboration we’ve navigated to establish Delta Shop in its inaugural year.
This is only the beginning.
JENNIE LEE GRUBER 