adidas +
East Bay
adidas basketball and Eastbay joined forces in a partnership aimed at mutually promoting the latest adidas basketball shoe releases while driving sales on Eastbay.com. With a vision to unveil each shoe at elite high school basketball tournaments, the partnership sought to establish a purpose beyond sales, striving to forge an authentic connection with their target consumers.
PARTNERSHIP STRATEGY
EXPERIENTIAL STRATEGY
POSITIONING + IDENTITY
CONCEPTING
ATHLETE MANAGEMENT
ORGANIC STRATEGY
EVENT EXECUTION
Collaborating with Shop Marketing* as a strategist,
Our first step was to develop a comprehensive partnership strategy. This included defining positioning, identifying the target consumer, establishing KPIs, and crafting messaging tailored to resonate with the audience.
*now Moment Creative

Next, we devised a collaborative experiential strategy
Between Eastbay and adidas, leveraging grassroots basketball activations to authentically captivate the target demographic across various events and communication channels. Most importantly, the strategy encompassed the launch of adidas' latest shoe models, the Harden Vol. 3 and Marquee Boost.

Anchored in grassroots basketball tournaments,
We curated an immersive event experience that elicited intrigue, excitement, and generated compelling user-generated content and ambassador endorsements, intended to spread throughout the grassroots basketball community. Leveraging adidas' existing partnerships with basketball influencers, I coordinated closely with each influencer to cross-promote the partnership on their social channels both onsite and post-event.

Projects Owned
partnership strategy â–ª positioning + identity â–ª experiential strategy â–ª target consumer identification â–ª messaging strategy â–ª organic strategy + execution â–ª production + event management â–ª athlete talent management
