Nike / Jordan
The Challenge
Develop an integrated marketing approach to translate global brand priorities into content that feels native to how Gen Z consumes sports culture while navigating multi-layered brand approvals across 35+ campaigns over five years.
My Role
Led integrated social strategy and execution for tentpole moments (All-Star, Olympics, Super Bowl) and product launches, managing stakeholder alignment across brand, agency, and production teams.
The Approach
Built repeatable content formats: creator-led showcases, athlete storytelling, exclusive product access that could move quickly across launches. Coordinated paid and organic distribution, working with our media team to amplify custom Overtime creative alongside Nike's brand assets, then optimizing based on performance.
The Result
250M+ views, 9M+ engagements across awareness-focused campaigns. Delivered consistent performance across high-pressure global moments while maintaining cultural authenticity.