Nike
Context:
We created and produced an outdoor football activation at the Staples Center in LA for top-tier high school athlete competitions and tournaments. Nike wanted to give 80 athletes the chance to showcase their skills and award them with something unexpected. Nobody told the students there would be invited California college scouts watching them from the stands.
Contribution:
Led the concept creation and pitch development with my team that won us this assignment. Worked onsite with our production partners to ensure all elements were in place, tested, corrected, and approved. I wrote all the content for the activation from kickoff to touchdown.
Impact:
150 student-athletes joined – exceeding participation goals by nearly 50%
7 student-athletes received early scholarship offers from California college scouts in attendance
$90,000 in merchandise sales generated at on-site popup
Activation is a go!
As the sunset and the lights came up, our months of meticulous planning finally and flawlessly sprung to life. This activation took a village. Team-players only. Pro-league all the way and proud to have been a part of it.
The big share.
With the Social component, allowing for user-generated content and exclusive access to behind-the-scenes clips, talks, and limited Nike merchandise only available during the event, we drew a capacity crowd and kept folks highly engaged throughout.
Something unexpected.
A distance challenge involving a large vehicle getting pushed across the course revealed a heavily armored SWAT truck that energized everyone. Those kids tackled and moved that truck faster than a streaker getting the boot for disrupting a play without hesitation. The passion for the game was palpable.
