In a crowded year of back-to-school campaigns, OshKosh set itself apart with “Today Is Someday,” a culturally resonant digital campaign that reimagined iconic figures like Muhammad Ali, Mariah Carey, and Outkast as kids dreaming big. Featuring Monroe Cannon as young Mariah and airing during the Olympics, the campaign connected deeply with parents by celebrating the universal childhood dream to become someone someday. The result was a historic success—driving record sales, over 2 billion earned media impressions, and becoming the most successful campaign in OshKosh and Carter’s history.