SUPER BOWL LIV ACTIVATION
Role: As the lead for the adidas Grassroots Football team - I was responsible for not only managing the build of the field but also with helping to strategize and execute the Brand’s presence during Super Bowl week in Miami. We built out a week of activations that got the community involved with a variety of athletes, entertainers, and celebrities alike. Just a few of our activations included unveiling a sustainable turf field made of 1.8M plastic bottles, a 7v7 football tournament with boys and girls from the area, and educational experiences with the Liberty City Youth Club hosted by Pharrell. Our message was “Change is a team sport” and we lived this message by leaving a lasting legacy in Miami that changed the community forever.
And we did it all in less than three months time.
B/R GRIDIRON x LIBERTY CITY
I helped pitch initial concepts for the storyline, managed talent relationships with Chad “Ochocinco” Johnson, Devonta Freeman, and Luther Campbell, and was the lead point of contact for both external partners as well as our internal teams.
IMPACT
Over 200 different PR/Media stories
462 Millions impressions across PR/Social
40,000 lbs. of plastic waste intercepted from beaches and coastal communities
First-ever turf field in Miami-Dade County
New 10 Year deal with Miami Edison High School