WASHINGTON — The NRF Foundation has announced the top three undergraduate teams chosen as finalists for the 2026 NRF Foundation University Challenge, a business case competition that provides tuition scholarships and national 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 finalists 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
Competing teams were tasked with developing innovative strategies to help Macy’s stay top of mind with consumers for gifting year-round. The three finalists will present their campaigns live to a panel of executive retail judges.
The winning team will receive a $30,000 tuition scholarship, while the second and third-place teams will each receive $20,000. Winners will be announced on stage at the NRF Foundation Honors on January 11 in New York City.
Each year, the NRF Foundation awards over $1 million in scholarships and connects 80,000 learners along with numerous educational and workforce partners to the retail industry. More than 300 retailers and industry partners support the Foundation’s mission to ensure a strong talent pipeline across stores, supply chain facilities, and corporate offices.
