TREVOR LAWRENCE X ADIDAS PARTNERSHIP ANNOUNCEMENT
With the help of an amazing team - I was able to sign the first ever #1 NFL Draft Pick at the QB position in the history of adidas.
My Role:
In a last minute push to make a splash announcement ahead of the NFL Draft, I helped project manage and strategize in multiple areas of our official announcement for Trevor Lawrence signing to adidas on a five year deal.
From OOH activations in Times Square, Jacksonville, and Cleveland, a .com and Creator’s Club App takeover, to a PR announcement with TIME Magazine - we grabbed major headlines of the NFL Draft and partnered with a generational talent.
I went across the company to create buy-in and secure budget for this partnership activation. I managed the relationship with Trevor and his agency, our creative agency, and also was the lead point of contact cross-functionally with Brand Marketing, PR, Digital & CRM, In-Store/Retail, and Comms.
I also leaned on my preexisting athlete relationships to harness the power of the most influential athletes at Clemson University to push out organic social media announcing our newest signing in order to make noise among our target consumers.
IMPACT:
Signed the #1 Overall NFL Draft Pick
First ever #1 pick at QB Position in company history
32% Increase in .com traffic during NFL Draft
Over 3,000 new Creator’s Club signups
Most talked about brand on social during NFL Draft
Trending on Twitter during NFL Draft
Secured long-term partnership agreement