In 2021, Adidas revitalized its iconic "Impossible Is Nothing" campaign, originally launched in 2004, to inspire a global audience emerging from the challenges of the COVID-19 pandemic. The campaign aimed to showcase stories of hope, inclusion, sustainability, and belonging through intimate, documentary-style films featuring athletes, artists, and influencers. Notable figures such as Beyoncé, Paul Pogba, Mo Salah, and Siya Kolisi shared personal narratives, encouraging individuals worldwide to see possibilities and embrace optimism.

report.adidas-group.com

My Role in the Campaign

Role: Manager, Brand Marketing, Adidas Global Brand Campaign Team

Tasks:

Collaborated with the global brand activation team to develop and execute the campaign across 60+ countries.

Led creative development for brand films and key visuals, ensuring alignment with campaign objectives.

Managed relationships with partners, legal, and diversity teams to ensure inclusive and compliant content.

Supported social and digital teams with copywriting and visual selection to enhance campaign reach.

Coordinated with global teams to localize campaign elements, ensuring cultural relevance and resonance.

Oversaw communications and project management with multiple agencies responsible for various campaign components, including brand film production, key visuals, social media, and public relations.

Description:

As a core member of the campaign team, I played a pivotal role in crafting compelling narratives and visuals that resonated globally. This involved meticulous planning and collaboration with diverse teams to ensure the campaign's success. Key accomplishments include:

Successfully launching the campaign in over 60 countries, achieving significant global reach.

Contributing to over a billion social media views and more than 18 million engagements, reflecting the campaign's widespread impact. report.adidas-group.com

Facilitating seamless collaboration between internal teams and external agencies, ensuring a unified and effective campaign rollout.

This experience underscored the importance of storytelling, cultural sensitivity, and strategic coordination in executing a global campaign that inspires and unites diverse audiences.

Additional Resources:

Adidas Annual Report 2021: "Impossible is nothing" report.adidas-group.com

Forbes Article: "Why Adidas' New 'Impossible Is Nothing' Campaign Is A Blueprint For Authentic Representation" forbes.com

Ads of the World: "Impossible Is Nothing" Campaign adsoftheworld.com

Retail Gazette: "Adidas' newest campaign starring Beyoncé & other stars" retailgazette.co.uk

In 2022, Mythical Games partnered with the NFL to launch "NFL Rivals," the first officially licensed arcade-style NFL mobile game built on blockchain technology. This innovative game offers NFL superfans genuine ownership of their athlete cards and player clans, blending traditional football culture with emerging gaming trends.

My Role in the Campaign

Role: Director of Marketing at Subnation Media Agency

Tasks:

Revitalized NFL Rivals' social and digital marketing strategies to enhance brand visibility and engagement.

Managed community engagement across platforms, including a 10,000+ member Discord channel and the official Twitter page.

Developed and executed marketing initiatives for the game's initial go-to-market phase and the 2022 NFL Draft.

Description:

As the sole sports culture expert on the team, I infused authentic NFL and football culture into the emerging gaming brand to resonate with genuine NFL fans. My responsibilities encompassed:

Crafting strategies for content development that highlighted the game's unique features and its connection to real-world football.

Facilitating collaborations with NFL players to create authentic content and endorsements.

Engaging influencers to broaden the game's reach and appeal to a wider audience.

Organizing live activations to generate buzz and provide hands-on experiences for fans.

Fostering a vibrant community through active engagement on Discord and Twitter, ensuring fans felt connected and valued.

Beyond strategy development, I led a team to deliver weekly progress updates, presenting key metrics and actionable insights to refine our approach continually. This role underscored the importance of cultural authenticity, strategic partnerships, and dynamic community engagement in launching a successful sports gaming platform.

Additional Resources:

NFL Rivals Official Website nfl.rivals.game

NFL Rivals on X (formerly Twitter) x.com

"NFL Rivals" Game Launches Super Bowl Player Cards and Rewards decrypt.co

To celebrate the exclusive drop of the Post Malone x Dallas Cowboys collection on NTWRK, the platform orchestrated a high-energy takeover of Dez Bryant’s BIG Dallas Tailgate during the Cowboys vs. Seahawks game. This one-of-a-kind live activation blended culture, commerce, and community—delivering an unforgettable brand moment through exclusive merchandise access, live performances, celebrity appearances, and immersive fan experiences that brought the Post Malone x Cowboys collaboration to life in real time.

My Role in the Campaign

Role: Head of Marketing, Relay

Task: Strategize, produce, and execute a high-impact live takeover of the BIG Dallas Tailgate, designed to drive engagement, amplify brand storytelling, and fuel e-commerce conversions through original content, on-site activations, and multi-platform distribution across TV, livestream, and social media.

Execution & Impact

As the strategic lead on this activation, I collaborated closely with NTWRK’s marketing and creative teams to architect a culturally charged brand experience that authentically merged Dallas football fandom, Post Malone’s brand influence, and high-energy event marketing. The result? A dynamic, multi-touchpoint engagement strategy that activated thousands of on-site fans while seamlessly driving digital traffic to NTWRK’s e-commerce platform.

Key elements of the execution included:

Cultural Credibility: Mobilized local celebrities, athletes, and influencers to amplify excitement, outfitting them in the Post Malone x Cowboys collection for real-time brand storytelling.

Immersive Fan Experiences: Produced a festival-style event featuring live performances, interactive games, autograph signings, and surprise appearances—including a headline moment from Cowboys legend Dez Bryant himself.

Commerce-Driven Content:Bridged physical and digital commerce by producing a real-time livestream from the tailgate directly to the NTWRK app—driving live product drops, exclusive content, and direct conversions.

Integrated Social & Livestream Strategy: Executed a high-energy digital amplification plan leveraging on-site event footage, influencer collaborations, and branded storytelling across social, TV, and livestream channels.

Results & Key Takeaways:

Drove massive in-person engagement, immersing 5,000+ passionate Cowboys fans in an interactive brand experience that seamlessly blended culture, commerce, and content.

Created a first-of-its-kind fusion of global retail and local live entertainment from the home of the Cowboys, generating significant buzz across digital and social platforms.

Successfully positioned NTWRK and Post Malone’s collection at the center of Cowboys culture, reinforcing the power of experience-driven commerce.

This activation underscored the transformative power of experiential marketing—leveraging authentic fan culture, high-energy storytelling, and real-time commerce integration to drive both brand affinity and revenue.

Additional Coverage & Press Mentions

BIG Dallas Tailgate on Instagram –View Here

NTWRK on Instagram –View Here

Fort Worth Culture Map – "Post Malone collaborates on new line of Dallas Cowboys hoodies" – Read Here

In anticipation of the launch of Marvel's "Guardians of the Galaxy" video game developed by Eidos-Montréal, adidas Originals partnered with Marvel to create a limited-edition footwear collection. This collaboration aimed to celebrate the game's release by designing sneakers that encapsulate the unique personalities and aesthetics of the beloved Guardians characters, offering fans a tangible connection to their favorite heroes.

Role: As a Marketing Manager with adidas Originals, supporting the Energy team.

Role: Marketing Manager, adidas Originals, Energy Team

Task: Curated a footwear collection inspired by the "Guardians of the Galaxy" characters, aligning each design with upcoming adidas Energy footwear models.

Description: I served as the liaison between Marvel's "Guardians of the Galaxy" team and adidas's Energy design team, ensuring a cohesive vision for the collection. By leveraging my in-depth knowledge of our forthcoming footwear lineup, I matched each character's distinct traits to specific shoe designs. For instance, the Rocket Raccoon-inspired ZX 1K Boost featured a speed-lacing system and reflective elements, mirroring his technical prowess and gadgetry. Gamora's ZX 2K Boost 2.0 boasted sleek lines and reflective materials, echoing her warrior precision. Groot's NMD_R1 Trail incorporated earthy tones and textures, symbolizing his connection to nature. Drax's Ozelia showcased bold graphics and reflective accents, reflecting his formidable presence. I developed detailed presentations to convey these concepts to both Marvel and our internal teams. Upon approval, I collaborated closely in the product development process, overseeing packaging design and strategizing the collection's market launch. The collection garnered widespread acclaim, resonating with "Guardians of the Galaxy" enthusiasts and sneaker aficionados alike, and received positive coverage across various platforms.

References:

Marvel's Guardians of the Galaxy Adidas Originals Sneaker Collection Now Available

Coming in 2022: The 'Marvel’s Guardians of the Galaxy' adidas Originals Collection

Marvel's Guardians of the Galaxy is Getting an Adidas Footwear Collection

For a closer look at one of the standout designs, check out this review of the Star-Lord-inspired Forum 84 High.

In 2023, the Big Dallas Tailgate emerged as a premier event series, transforming the traditional pre-game experience for Dallas Cowboys fans. Spearheaded by former Cowboys wide receiver Dez Bryant, each home game at AT&T Stadium in Arlington, Texas, became a vibrant celebration of football and local culture. The events featured a dynamic lineup of celebrity guests, Cowboys alumni, and local legends, fostering a spirited atmosphere that united fans of both the Cowboys and visiting teams.

Role: Development, Marketing, and Production with Personal Corner

Task: Conceptualized and executed an immersive tailgate experience tailored for Dallas football fans.

Description: I expanded the initial concept from a modest autograph signing in the parking lot to a large-scale event at Texas Live!, a premier 5,000-capacity concert venue adjacent to AT&T Stadium. The tailgate seamlessly blended local cuisine, entertainment, and community engagement. We collaborated with renowned personalities, including musicians like Big Tuck, comedians such as Funny Marco, creators like Gillie and Ninja, and esteemed athletes like Claressa Shields and Michael Irvin. Partnering with local radio station K104 and esteemed host Bay Bay, we delivered a live show that resonated with all football fans. Our platform also provided opportunities for culture-forward brands like NTWRK, Betr, and Wild Fork Foods to engage with attendees. The Big Dallas Tailgate received widespread acclaim for its innovative approach to fan engagement, setting a new standard for game-day experiences. See Gillie’s experience at the tailgate here.

In 2020, amid the COVID-19 pandemic, Complex transformed its renowned cultural convention, ComplexCon, into a pioneering virtual experience known as ComplexLand. This innovative event offered attendees exclusive products and immersive experiences in a fully digital environment, adapting to the constraints of the pandemic while maintaining the convention's vibrant spirit.

My Role in the Campaign

Role: Marketing Manager, Adidas Originals

Tasks:

Advocated for Adidas Originals' participation in ComplexLand, securing leadership approval as the first major brand to commit to the event.

Collaborated with digital and energy teams, along with agency partners, to design an engaging virtual presence that aligned with the ComplexLand framework.

Oversaw creative approvals and facilitated a product collaboration with Pharrell Williams, leading to the exclusive release of a sneaker during the event.

Description:

Recognizing the unique opportunity presented by ComplexLand, I developed a compelling value proposition to persuade Adidas leadership to invest in this virtual endeavor. Once approved, I coordinated with internal teams and external agencies to curate an immersive Adidas Originals experience within the virtual venue. This included approving creative elements and supporting a product collaboration with Pharrell Williams, who chose to debut an exclusive sneaker during the event. Our efforts culminated in a dynamic and interactive brand presence that resonated with attendees and showcased Adidas Originals' commitment to innovation and culture.

Additional Resources:

Adidas x Pharrell Williams HU NMD "ComplexLand" Sneakers farfetch.com

Adidas | Tokyo 2020 Olympics Athlete Campaign

Campaign Overview

For the Tokyo 2020 Olympic Games, Adidas launched a highly localized brand campaign designed to celebrate three standout Japanese athletes—Monica Okoye (basketball), Shoko Ota (Paralympic taekwondo), and Uta Abe (judo). Rooted in the global "Impossible Is Nothing" ethos, this initiative was crafted to honor their personal journeys, showcase their resilience, and inspire the next generation of Japanese athletes.

The goal was clear: elevate the voices of homegrown talent on the world’s biggest stage. Adidas wanted to tell real stories that resonated deeply with the Japanese audience—stories of grit, ambition, and the relentless pursuit of greatness.

As stated in the campaign:"We don’t just celebrate victories. We celebrate the impossible—the moments where athletes defy expectations and rewrite history."

My Role in the Campaign

Role: Manager, Brand Marketing, Adidas Global Brand Campaign Team

Task: Strategize, develop, and execute a regionally targeted multi-platform content campaign that delivered authentic athlete storytelling while aligning with the broader Adidas brand mission.

Execution & Impact

This campaign was an exercise in precision storytelling. With just three athletes and three agency partners, I was tasked with delivering a high-impact regional execution—independently managing the entire campaign lifecycle from ideation to launch.

Key initiatives included:

Story Development & Athlete Research: Dove deep into each athlete’s background to craft narratives that embodied the "Impossible Is Nothing" philosophy—working closely with their families, coaches, and inner circles to bring their journeys to life.

Brand Films & Creative Production: Led the production of three brand films, collaborating with agencies to ensure each piece felt deeply personal and culturally relevant.

Legal & Compliance Oversight: Managed approvals with Adidas Legal, Product, and the International Olympic Committee (IOC) to navigate complex sponsorship and content restrictions.

Social & Digital Activation: Developed localized content strategies that optimized engagement across Adidas’s Japanese digital channels.

Media Planning & Scheduling: Executed a strategic rollout plan that maximized exposure before, during, and after the Games—aligning with Olympic programming to ensure peak visibility.

Results & Key Takeaways

Authentic Storytelling That Resonated: The campaign garnered praise from both audiences and Adidas stakeholders, successfully positioning these athletes as national heroes.

Seamless Regional Execution: Despite operating with a lean team, the campaign maintained global brand alignment while delivering locally resonant messaging.

Elevated Adidas’s Presence in Japan: By spotlighting Japanese-born talent, Adidas deepened its connection to the regional sports community, reinforcing its commitment to championing local athletes.

Additional Coverage & Press Mentions

Reason Why Article – "Anime y transmisión de valores: los insights comunes en las campañas para los Juegos Olímpicos de Tokio" – Read Here

Olympic and Paralympic Analysis 2020 – Mega Events, Media, and the Politics of Sport – Read Here

2024

In 2023, Bicycle Playing Cards ventured into Web3 culture by collaborating with individual members of the Bored Ape Yacht Club (BAYC) to create the first deck of playing cards featuring images licensed from individual BAYC members. This initiative aimed to merge traditional playing card artistry with the burgeoning NFT community, offering a unique collectible that bridges the gap between physical and digital art forms.

prnewswire.com

My Role in the Campaign

Role: Agency Partner at Subnation Media

Tasks:

Curated a product collaboration between the Bicycle brand and the BAYC digital collectibles community.

Managed the brand's voice across social media platforms to ensure cohesive and engaging communication.

Description:

Bicycle Playing Cards sought to deepen its engagement with the Web3 and NFT space, entrusting our agency to develop a comprehensive strategy. We orchestrated a groundbreaking collaboration with individual BAYC members, leveraging the unique aspect of NFTs—individual ownership. Instead of partnering solely with the BAYC brand, we engaged directly with individual NFT owners to feature their specific Bored Ape images on individual cards within a special edition Bicycle deck. This approach not only tapped into the vibrant BAYC community but also highlighted the personalized nature of NFT ownership.

Our responsibilities encompassed:

Strategy Development: Crafted a plan to integrate BAYC imagery into Bicycle's product line, ensuring alignment with both brands' values and aesthetics.

Execution: Led the implementation of the strategy, coordinating with NFT owners to license their images and overseeing the design process to incorporate these images into the playing cards.

Content Creation: Authored compelling copy for social media campaigns and the product landing page to generate buzz and inform potential customers.

Video Production: Developed original video content to promote the product, showcasing the unique collaboration and the fusion of traditional and digital art.

Interactive Campaigns: Designed a March Madness-style bracket tournament, allowing the community to vote and select two Joker cards for the deck, thereby enhancing engagement and investment in the project.

Product Presentation: Curated the product collection and orchestrated its presentation at the BAYC ApeFest event in Hong Kong in 2023, ensuring a memorable and impactful launch.

This project underscored the importance of authentic community engagement and innovative cross-industry collaboration. Key accomplishments include:

Pioneering a first-of-its-kind product that seamlessly blended traditional playing card design with contemporary NFT culture.

Fostering strong relationships with individual NFT owners, resulting in a product that authentically represented the BAYC community.

Generating significant buzz through interactive and participatory marketing strategies, leading to a successful product launch at a high-profile event.

Additional Resources:

Bicycle Bored Ape Playing Cards bicyclecards.com

BICYCLE RELEASES LIMITED-EDITION BORED APE YACHT CLUB PLAYING CARDS prnewswire.com

Bicycle Bored Ape Deck Review youtube.com