Case Study | February 26, 2026
SCHEELS operates 34 locations across 16 U.S. states and is known for its massive, entertainment-focused sporting goods stores. Featuring attractions such as aquariums and iconic Ferris wheels, each location delivers far more than a traditional retail experience. Headquartered in Fargo, North Dakota, the employee-owned company continues to expand throughout the western United States, bringing its immersive retail model to new markets each year.
As SCHEELS has grown, Sign Badgers has partnered with the brand to support store openings and deliver dynamic, high-quality signage that extends their identity into every corner of the customer experience.
The Challenge
With rapid expansion across multiple states, SCHEELS needed a signage partner capable of scaling alongside them—maintaining consistency, quality, and professionalism across every new location.
Each SCHEELS store is highly customized, designed to immerse visitors in a world-class retail environment before they ever speak with one of the store’s expert associates. Signage plays a critical role in that experience. It must quietly impress, reinforce brand depth, and elevate departments without overwhelming the space.
At the same time, SCHEELS’ growing corporate structure required a partner that was reliable, communicative, and responsive—ready to meet the demands of a fast-moving, middle-market organization managing complex, multi-state growth.
Balancing brand integrity, scale, and execution required more than a vendor. It required a long-term partner.
The Solution & Impact
Over the past 10 years, Sign Badgers has worked alongside SCHEELS to support store openings and ongoing signage needs across multiple states, serving as a trusted partner throughout each phase of growth. As SCHEELS continues expanding its footprint, every location requires signage that meets demanding timelines while upholding the brand’s high standards for quality, consistency, and presentation.
Across each market, Sign Badgers delivers signage solutions that support successful store launches while maintaining consistent brand execution. From large format graphics and department identification to custom experiential elements integrated throughout the space, each application extends the depth of the SCHEELS brand and enhances the immersive retail environment guests have come to expect.
Careful coordination, clear communication, and precise installation ensure that every store opens with signage that feels intentional and refined. As expansion continues in 2026 and beyond, the partnership remains focused on delivering scalable solutions without compromising craftsmanship or detail.
Together, these efforts create retail environments that feel cohesive, polished, and unmistakably SCHEELS in every market.
“The Sign Badgers team always does a first class job at a fair price.“
– Steve D. Scheel
Why Sign Badgers
Sign Badgers manages design coordination, production, and installation in-house, ensuring consistency and precision across multi-state store rollouts. For a growing organization like SCHEELS, that level of integration matters. Each new location must reflect the same standard of excellence—visually, operationally, and experientially—regardless of market.
Over a 10-year partnership, Sign Badgers has supported SCHEELS’ continued expansion by delivering signage solutions that scale without sacrificing detail. From custom interior graphics that extend the brand into every department to polished exterior elements that establish presence from the moment guests arrive, each project is executed with a focus on quality, timing, and brand integrity.
As SCHEELS continues to grow, the ability to rely on a partner who understands both the nuance of hyper-custom environments and the demands of large-scale expansion remains essential. Clear communication, dependable timelines, and consistent craftsmanship ensure that every new store opens with signage that quietly impresses and reinforces the SCHEELS experience.
For expanding organizations, having a signage partner who understands both detail and scale makes all the difference.
