How to Apply

The 2026-2027 NRF Foundation University Challenge is now open with the deadline of Sept. 22, 2026.

The NRF Foundation University Challenge application process consists of three phases. In the first phase, teams are required to submit a 25-slide pitch presentation deck and 90-second video presentation that addresses the business challenge. There will be a review period during which teams will be evaluated by retail judges at various companies.

A maximum of 10 teams will be selected to advance to the second phase. In phase two, teams will revise their pitch decks and videos and complete Q&A interviews with a group of retail judges. The interviews, revised pitch decks and videos will be evaluated by a second group of retail judges.

Three teams will be selected to advance to the third and final phase. In this phase, teams will present their pitches live to a panel of executive retail judges. The first-place team will receive a $30,000 tuition scholarship per team, the second-place team will receive $20,000 per team and the third-place team will receive $20,000 per team.

Wayfair, a leading destination for all things home, is rapidly expanding its physical retail footprint while maintaining a strong e-commerce presence. With a commitment to sustainability, Wayfair has launched initiatives like the Shop Sustainably™ filter and set ambitious goals to achieve zero waste across global operations by 2030 and significantly reduce greenhouse gas emissions by 2035.

As the home furnishings industry faces slower growth and increased pressure to adopt sustainable practices, Wayfair seeks innovative ways to reduce environmental impact and build a profitable, responsible business. Large, bulky products, such as sofas and assembled furniture, pose unique sustainability challenges due to shipping costs, returns, and landfill waste. However, these challenges also present opportunities for leadership in the circular economy: keeping products and materials in use longer through refurbishment, resale, rental, repair, and responsible recycling.

This year’s NRF Foundation University Challenge invites student teams to design a new retail concept focused on sustainability and circularity that leverages Wayfair’s expanding network of physical stores. Teams are tasked with developing an end-to-end concept and launch plan for a circular retail initiative, such as a furniture rental program or a curated marketplace for refurbished items, that can become a meaningful, profitable part of Wayfair’s business over the next 3 - 5 years.

The goal of this case study is to help Wayfair deliver on its sustainability ambitions, respond to evolving customer expectations, and demonstrate how circularity can be both the right thing to do and a strategy for business growth.

Key dates for the 2026-2027 University Challenge

January 2026: Gather your team of 3-4 undergraduate students and start familiarizing yourself with the case study. Be sure to talk with your advisor about how to get selected as the team(s) to represent your school. Team members must be sophomores, juniors or seniors enrolled full-time at a U.S. College or University at the time when the scholarship is presented in January 2027.

February / March 2026: The NRF Foundation will host an information session open to all students and educators to learn more about the requirements, the timeline, etc. The overview of the Macy's case, and the core elements of the case study will be discussed.

April 1, 2026: First checkpoint for schools to notify us regarding their participation by completing this form. Schools can still join in at any point after this date.

September 22, 2026, at 11:59 p.m. ET: Deadline to submit pitch presentations and pitch videos.

October 19, 2026: The NRF Foundation will announce the semi-finalists who have made it through to the second round. Up to ten teams will advance to this round. All teams will receive their overall score and feedback on their pitch. Semi-finalists will have a chance to revise their pitch decks pitch videos based on feedback from round one judges.

October 27, 2026: Revised pitch presentations and pitch videos due.

October 28 – November 16, 2026: During this time period, each Round 2 team will take part in a virtual Q&A session with retail judges, who will ask questions about their pitch presentations.

November 24, 2026: We’ll announce which three teams have made it to the final round. Teams will have a final chance to revise their pitch presentations and videos.

January 3, 2027: Revised pitch presentations and pitch videos will be due.

January 7, 2027: The final three teams will pitch their concepts live to a panel of retail executives as a part of the NRF Foundation Student Program.

January 10, 2027: The top team will be announced at the NRF Foundation Honors event.

The NRF Foundation University Challenge is exclusively open to undergraduate university students. Each team will consist of three to four students each; interested applicants must check with their school’s NRF Advisor to see how they are selecting teams to enter. Participating students must be sophomores or above at the time the scholarship is awarded in January 2027.

To find your advisor, or for more information, contact scholarships@nrf.com.

Your Submission

Your team must submit a pitch presentation and pitch video; there are formatting and content requirements for entry materials. Please review the 2026-27 requirements for specific details.

Round One

During the first round of judging, your pitch presentation and pitch video will be evaluated for content, presentation and delivery.

Semifinal and Final Rounds

The judging criteria vary for the final two rounds. Teams who advance beyond round one will receive the judging criteria for the next round via email.