How can a team learn to win again?

The Opportunity 

When Jedd Fisch was hired to revitalize the Arizona Wildcats football program, he inherited a team that hadn’t won a game in 763 days—the longest losing streak in the nation. Transforming the mindset of everyone from the players to the alumni base would require more than a new playbook. It would require rethinking what it means to be a Wildcat from the ground up.  

The Human Approach 

Through a series of workshops, Coach Fisch and his staff worked with Deutser to redefine the cultural elements they wanted to embody in their program. But every team has slogans, mottos, and rules. The Wildcat Way needed to be brought to life in a way that their players could feel from the moment they stepped on campus. It needed to be infused in every aspect of their work and life.

A Reimagined Space

We believe in the power of space and experiential design to transform culture. Physical space informs our psychological experiences, influencing how we think, act, and interact. If designed well, space has the power to tether us to the organization’s identity and creates meaningful bonds between people. If intentionally crafted, an inspiring space signals to a team differentiated expectations, shared values, and a winning mindset. Deutser completely redesigned the 73,452 football facility, infusing its unusually personal philosophy into every space—from every position room, to locker room, to coaches’ offices, to the weight room, as well as into every interaction and experience.