Projects
Led the creative development and execution of Tee Higgins’s introduction to Under Armour following his signing as a premier athlete partner. Developed the overall creative vision, styling direction, and content concepts for the campaign, ensuring an authentic and impactful athlete introduction. Directed on-set photography and video capture, guiding shot selection, angles, athlete positioning, and overall visual storytelling. Served as the brand lead throughout the production, ensuring Under Armour’s identity was consistently represented across all content. Oversaw and executed multiple shoot environments, including lifestyle, training, field, and gym settings, creating a comprehensive content library that showcased both the athlete’s personality and performance. Ensured every creative element brought the Under Armour brand to life through the lens of the athlete while strengthening the connection between product, performance, and culture.
Tee Higgins Joins Under Armour
Led the creative strategy and execution for Justin Jefferson’s Week 1 season kickoff with Under Armour, ensuring the brand made a bold statement to open the NFL season. Concepted and developed a custom cleat case designed specifically for Jefferson’s Star Studded cleats, creating a premium athlete experience while generating excitement around the product launch. Directed Jefferson’s game-day tunnel arrival look, carefully styling and positioning Under Armour apparel and footwear to maximize brand visibility while remaining authentic to the athlete’s personal style. Served as the brand lead throughout the activation, balancing athlete expression with strategic product storytelling. Successfully elevated the launch of both the Star Studded cleat and the new Star Studded HB-Lo training shoe, creating a high-impact moment that allowed both the athlete and the brand to shine on one of football’s biggest stages.
Justin Jefferson Takes On Week 1
Led the strategy, creative development, and execution of Juan Soto’s first-ever Player Exclusive cleat launch, La Fiera, transforming the release into a premium brand experience that extended far beyond a traditional product drop. From initial concept through final execution, I developed a comprehensive launch platform designed to celebrate Soto’s impact on the Dominican baseball community while strengthening Under Armour’s connection to one of baseball’s most influential cultures and fan bases.
Spearheaded the creation of a custom-branded La Fiera activation van, serving as the centerpiece of the campaign and bringing the product story directly to the community. Partnered with a local youth baseball program to host an on-field clinic alongside Soto, creating meaningful opportunities for young athletes to engage with one of the game’s biggest stars. The experience culminated in a public meet-and-greet, allowing fans unprecedented access to Soto while deepening their connection to both the athlete and the Under Armour brand.
Juan Soto x Baseball Oasis
Led the strategy, athlete integration, and execution of USAA’s Super Bowl Ticket Surprise initiative, managing partnerships with eight NFL athletes, including Christian McCaffrey, CeeDee Lamb, Emeka Egbuka, Ashton Jeanty, Rob Gronkowski, and Jaxson Dart. Designed and delivered a one-of-a-kind experience that connected military veterans with some of their favorite NFL players during Super Bowl week, celebrating their service and creating unforgettable moments of appreciation.
Oversaw athlete engagement and event execution, pairing each player with military veterans to personally surprise them with Super Bowl tickets. Athletes spent time learning about each veteran’s military journey, expressing gratitude for their service, signing autographs, and participating in multiple Q&A sessions. Collectively, the initiative engaged more than 1,000 military service members and their families, creating meaningful connections between athletes, fans, and the military community.
Helped create and activate a dedicated space during Super Bowl week where military personnel were recognized, celebrated, and honored for their sacrifice and commitment. Additionally, supported the facilitation and execution of the NFL’s prestigious Salute to Service Award presentation during the NFL Honors ceremony, further reinforcing USAA’S commitment to recognizing and uplifting the military community.
SBLX In The Bay
Led Under Armour's first major MLB All-Star Week activation, creating and executing the "All Lines Lead Home" campaign featuring Juan Soto, Bobby Witt Jr., Gunnar Henderson, Freddie Freeman, Bryce Harper, and Konnor Griffin. Developed a city-inspired platform centered around Philadelphia's SEPTA system and Bryce Harper's hometown connection, while launching his 11th signature cleat. Delivered an integrated consumer experience through exclusive product drops, athlete merchandise, influencer partnerships, and collaborations with Dick's Sporting Goods, SEPTA, Coach Rac, KJ, and Backyard Baseball, establishing a bold brand presence and celebrating Under Armour's growing impact in baseball.
MLB All-Star 2026
Led the launch of Bobby Witt Jr.'s "Dream Pull" Player Exclusive cleat, creating an integrated marketing campaign inspired by his passion for trading cards. Executed an exclusive Kansas City launch event featuring Bobby and local Under Armour youth athletes, combining product storytelling with athlete engagement. Enhanced the consumer experience through custom collector cards included with every purchase and limited signed inserts, creating excitement around the release while celebrating Bobby's first Player Exclusive cleat and strengthening Under Armour's connection to the baseball community.
Dream Pull Bobby Witt Jr.
Led the launch of Under Armour's Bouncy Tee, driving product integration across top athletes including DeVonta Smith, Justin Jefferson, and Dustin Johnson. Developed and executed a high-impact release strategy and multi-shoot content plan that highlighted the product's versatility across training, lifestyle, recovery, and travel moments. Ensured seamless alignment between athlete storytelling and Under Armour's brand vision to maximize consumer engagement and product awareness.
Under Armour’s Newest Product
Orchestrating a unique activation with USAA partnering with The Dallas Cowboys to continue expanding the Salute to Service initiative. Dallas Cowboys players and cheerleaders boarded a UH-60 Black Hawk helicopter and flew into Fort Sill military base located in Oklahoma. Players and cheerleaders had the opportunity to spend the day with local military and get a sneak peek into what a day in the life of a service member is truly like! They also had an opportunity to spend time with military families and help them prepare for the holiday season!
The Cowboys & USAA Take Flight
Facilitated eight player partnerships featuring NFL athletes including Micah Parsons, Jayden Daniels, Justin Jefferson, Josh Jacobs, Rob Gronkowski, Drake Maye, Bijan Robinson, and Cam Jordan as part of a Super Bowl Ticket Surprise initiative. The event paired military veterans with some of their favorite NFL players, creating a meaningful and memorable experience. Each athlete was matched with different veterans, presented them with Super Bowl tickets, engaged in personal conversations about their military service, and expressed appreciation for their dedication. The players also signed autographs and participated in multiple Q&A sessions, collectively engaging with more than 1,000 military members.
SBLIX Takes on Nola
Organized a strategic partnership between the NFL, USAA, and the Tampa Bay Buccaneers to deliver an unforgettable game-day experience for a deserving military veteran. Collaborated with social media influencer Jimmy Darts to surprise the veteran with a $1,000 gift and the ultimate Buccaneers experience. The initiative included exclusive access to a Buccaneers practice, where the veteran met his favorite player, Baker Mayfield. The experience culminated with Baker Mayfield surprising the veteran with Super Bowl tickets. On game day, the veteran received a VIP experience, including exclusive player tunnel access and premium seating within the stadium.
The Best Game Day Experience
Lane Johnson Takes on Military SERE Training
Engineered a continued partnership between USAA and Team Whistle to develop a high-impact training experience featuring All-Pro offensive tackle Lane Johnson. The initiative created an elite physical and mental challenge by immersing Johnson in military Survival, Evasion, Resistance, and Escape (SERE) training. Throughout the experience, he developed critical skills including land navigation, constructing ground-to-air signaling, and other survival techniques. The event reinforced the parallels between military training and professional athletic preparation, placing a top-tier NFL athlete in a rigorous test of endurance, resilience, and mental toughness.
Training Camp/Boot Camp Experiences
Arranged and activated USAA’s unique sponsorship platform as the Official Salute to Service Partner across nine NFL clubs, including the Washington Commanders, Seattle Seahawks, Denver Broncos, Baltimore Ravens, Dallas Cowboys, Tampa Bay Buccaneers, Carolina Panthers, Chicago Bears, and Las Vegas Raiders. This initiative engaged local military communities through exclusive, immersive experiences while educating NFL players, team personnel, and fans about key aspects of military life.
The USAA Salute to Service Boot Camp provided a compelling and memorable execution of the Salute to Service platform. Local active-duty military members from each partner market were invited to participate in a VIP training camp experience, including exclusive access to team facilities and live practice sessions. Following practice, military guests competed in a Salute to Service Boot Camp, taking part in the same drills and evaluation events used to assess NFL talent, creating a powerful connection between military service and professional athletic training.
Led the planning and execution of USAA’s activation at the Valero Alamo Bowl, including hosting the Kickoff Luncheon presented by USAA, where attendees received branded USAA gift bags and heard remarks from representatives of both participating teams. Oversaw USAA’s presence in the Alamo Bowl Fan Zone through a dedicated booth offering exclusive giveaways and a military flight simulator experience for USAA members and military attendees. Additionally, coordinated a designated in-stadium seating area for USAA guests and managed in-game features, including LED ribbon board graphics recognizing USAA as the Official Military Appreciation Partner.
Valero Alamo Bowl
Assisted in the planning and execution of the NFLPA’s Rookie Premiere, a premier post–NFL Draft event that provides partners with unparalleled access to more than 40 of the league’s newest and most marketable players at their first marketing engagement. The event serves as a key opportunity for NFLPA partners to build early relationships with emerging talent. I led partner management efforts for brands including Sleep Number and Gillette by overseeing their on-site activation strategies and collaborating closely with each partner to bring their objectives to life. Delivering a VIP, high-touch experience that ensured meaningful, dedicated access to the NFL’s top rising stars.
NFLPA Rookie Premiere
Played a key role in orchestrating the execution of the Philadelphia Eagles and Tide campaign, #TurnToCold, a collaborative initiative designed to encourage fans to wash laundry in cold water to conserve energy while highlighting Tide detergent’s effectiveness in cold temperatures. The campaign leveraged creative, eye-catching activations to capture the attention of Eagles fans and consumers, clearly communicating the benefits of cold-water washing. Developed engaging brand touchpoints that connected fans with both Tide and the Philadelphia Eagles, including the strategic use of Swoop, the Eagles’ mascot, to bring the message to life and reinforce the impact of washing in cold.
The Eagles Turn Cold
Managed the Philadelphia Eagles partnerships with ACME and Dunkin’, guiding both brands in connecting with local Eagles fans through community-focused initiatives and in-store activations across the Philadelphia market. Led the execution of multiple in-store programs, including shopper givebacks tied to grocery purchases at ACME and pep rally events at local Dunkin’ locations to energize fans ahead of each game week. These activations created memorable consumer touchpoints, strengthened brand loyalty, and elevated the overall presence of both partner brands while reinforcing the Philadelphia Eagles’ community impact.
ACME & Dunkin Touchpoints