NBC x adidas All-American
Role: While at adidas - I was the lead point of contact internally for our partnership with NBC and the All-American Bowl. This was a premier partnership for us at adidas and was an annual event held in early January and prime time TV with NBC.
For this specific partnership, I wore many hats - from athlete marketing, partnership management, event activation, content creation/strategy, product seeding, and cross-category product activation.
Every year, we had the Top 100 High School athletes in the country come into Texas for a week to be fully immersed in everything the adidas brand had to offer. This event built brand desire among our target consumer and was an official “launchpad” for us in our newest product offerings for the season.
Cross-Category Collaboration
It was always my goal to increase sales of the newest articles being offered by the different teams at adidas. Reaching into groups like Running, Training, Originals, and other Sport categories allowed for us to increase brand awareness of new models and boost sales.
IMPACT
Achieved 4.4 million viewers for the All-American Bowl at its peak, which made it the most viewed All-American game regardless of sport beating out the McDonald’s All-American, Jordan Brand Classic, and Under Armour All-America
Secured new five year partnership with NBC
Vaulted adidas Football Footwear market share to #2 in the space behind Nike
21 NFL First Round Draft Picks selected in 2021 NFL Draft
Multiple Heisman Trophy winners participated
Archival footage used to loop in authentic stories for new adidas athletes signed to the brand