Complex · Commerce
WWE x BAPE® x TOPPS Collection — 2025
The WWE × BAPE® × TOPPS collection reached shoppers in stages: Topps opened the cards first on Wednesday, the full collection launched Friday, and Survivor Series followed Saturday. I ran the Complex storefront through three states—get notified, the product reveal, and shop now.
- Owned
- Complex digital strategy, site merchandising, storefront production, assortment presentation, and operation of the get-notified → reveal → shop-now progression
November 26–29, 2025
Chronicle
One storefront, three clocks
The WWE × BAPE® × TOPPS collection joined trading cards and graphic apparel in the week of Survivor Series. Its launch did not run on one clock: Topps opened first on Wednesday, the full collection followed on Friday, and the event arrived Saturday.
One Complex storefront had to make sense at each of those moments.
The collection’s WWE/Topps cards and BAPE® apparel presented together.
Image via Complex
Get notified → reveal → shop now
Before anything was on sale, the Complex storefront asked people to get notified. Then came a product reveal, then shop now. Each state answered a different question: when is it coming, what is it, and can I buy it?
I ran that progression on the Complex side, as part of a broader go-to-market plan aligned across Complex teams.
Wednesday — Topps opens first
On Wednesday, November 26, the trading cards went on sale first through Topps.com. On Complex, the collection had been revealed, but its full launch was two days away.
Showing the product before it was on sale gave that gap a purpose.
Friday — The full collection launches
On Friday, November 28, the full collection of cards and graphic tees launched, and I moved the Complex storefront to shop now.
Saturday — Survivor Series
Survivor Series took place Saturday, November 29. By then the storefront had gone from get notified to shop now.
As I remember it, the Complex launch sold out immediately.