“This year’s finalists have demonstrated exceptional creativity, collaboration and strategic thinking – all skills that will propel their careers forward in retail and beyond."
WASHINGTON – The NRF Foundation today announced the top three undergraduate student teams for the 2026 NRF Foundation University Challenge. The teams competed in a business case competition for the opportunity to earn tuition scholarships and industry recognition.
“The NRF Foundation University Challenge continues to provide students with the opportunity to transform classroom knowledge into real-world impact with a leading retail brand,” said NRF Foundation Executive Director Adam Lukoskie. “This year’s finalists have demonstrated exceptional creativity, collaboration and strategic thinking – all skills that will propel their careers forward in retail and beyond. We’re excited to celebrate their achievements and dedication at the NRF Foundation Honors in January.”
The top three teams are:
Columbia College Chicago (Ashley Corona, Yasmine Karkouch and Mihir Patel)
The University of Texas at Austin (Ella Baird, Eva Sharma, Aahil Tharani and Vaneeza Walimohammad)
University of North Texas (LaTasia Burton, Angel-Maryann Ntenyi, Marcos Rodriguez and Natasha Sturdevant)
For this year’s competition, the teams were challenged with developing and presenting innovative and forward-thinking strategies for Macy’s to be top of mind to consumers for gifting year-round. The three finalists will next pitch their campaigns live to a panel of executive retail judges.
The winners will receive a $30,000 tuition scholarship per team, with the second and third-place finalists receiving $20,000 per team. The winners of the NRF Foundation University Challenge will be announced on stage at the NRF Foundation Honors on Jan. 11 in New York City.
The NRF Foundation provides more than $1 million in scholarships every year, connecting 80,000 learners and 3,700 educational and workforce partners with the retail industry. More than 300 retailers and industry partners support the work of the NRF Foundation to ensure that retailers have the quality talent they need for their stores, supply chain facilities and corporate offices.
About NRF
The National Retail Federation passionately advocates for the people, brands, policies and ideas that help retail succeed. From its headquarters in Washington, D.C., NRF empowers the industry that powers the economy. Retail is the nation’s largest private-sector employer, contributing $5.3 trillion to annual GDP and supporting more than one in four U.S. jobs — 55 million working Americans. For over a century, NRF has been a voice for every retailer and every retail job, educating, inspiring and communicating the powerful impact retail has on local communities and global economies. nrf.com
About NRF Foundation
The NRF Foundation provides the skills and resources needed for a life-changing career. As NRF's nonprofit 501(c)(3), we connect people to an industry that’s a great place to start and a great place to grow. Together, we help people build better lives and stronger communities. nrffoundation.org
