#FridayNightStripes:
Twitter x adidas Partnership
In 2018, adidas joined forces with Twitter to launch the first-ever live streaming series of high school football games on Twitter, dubbed Friday Night Stripes.
A first-of-its-kind partnership, Friday Night Stripes introduced a new way for fans to experience and interact with high school football. The eight-game series featured nationally ranked teams from across the country, including teams from California, Nevada, Indiana, Georgia and Florida.
Hosted by ESPN and SEC Network’s play-by-play announcer Courtney Lyle, with analysis by Super Bowl XLV Champion A.J. Hawk of the Green Bay Packers and sideline reporting by YouTube personality Cameron “Scooter” Magruder - this partnership strengthened adidas’ hold in the football category and created awareness and association amongst team sport fans in North America.
MY ROLE:
I loved working on this partnership so much because it truly was a “first of its kind” in the space - we had no idea what would work or not work and had to strategize, adapt, and react with every passing game.
This was my first time working on live sports and I managed everything from developing storylines with the producers at Intersport, athlete/influencer marketing, curating matchups with our adidas high schools, cross-category product activations, and on-site event activation and management. It was a whirlwind of an experience and a partnership that allowed for us to digest results from year one and completely revamp our strategy in year two to drive tremendous results.
“Keep 5 Alive”
One of the best experiences for me during this partnership was building the relationships I had with our programs and finding the stories of “who” these teams really were and what they stood for as a unit.
An incredibly powerful story from McEachern High School in Georgia was the “Keep 5 Alive” story on Rajaan Bennett and his sacrifice to save his family.
IMPACT
Nominated for Sports Business Journal’s “Best in Sports Social Media”
Total Views +19% YoY
Live Views +25% YoY
Minutes Viewed +12% YoY