PROJECT HIGHLIGHTS
Fox Racing - ProFrame RS Launch
From inception to execution, I introduced the new class-leading helmet to the world, combining a synchronized media push through both endemic and non-endemic outlets, combined with top-tier athlete Social collaboration which created immense groundswell and what has resulted in Fox’s most successful product launch to date, considering media impressions and brand engagement. With this campaign coming to life on both owned and paid channels, and through all partner networks, this was a full-scale Global Launch. Due to the multi-faceted role out, the Proframe RS was included in Gear Patrol’s Best Products of the year round up.
Fox Racing - Kit Series
With a desire to connect the world with the vast array of amazing products that Fox had to offer, the “Kit Series” was born. With this series I wanted to create a way for the Brand to connect with riders of varying levels, abilities, and styles of riding, in a way, connect with the consumer where they were at in their riding journey. With this in mind, seasonally relevant Kit’s were curated to meet the needs of these riders during the most relevant time of year (Starter Kit, Trail kit, Race Kit, Solstice Kit, etc.), allowing for Fox to connect with a diversified group within the cycling world. The “Kit Series” is now a staple marketing and sell-in tool for Fox dealers and distributors around the world, with the aim of creating a marketing groundswell so that both parties can benefit from and leverage this marketing heat at these key times in the season.
Fox Racing - TS57 Product Collab
The TS57 Product Collab was an intimate look into the mind of one of action-sports most fearless and endearing athletes. Tahneé Seagrave has solidified herself as one of the biggest names in the mountain bike world, and we worked together with Thaneé to bring this riding collection to life during the 2022 DH World Cup season. With creative that was edgy and not common-place within the bike world, we leveraged the launch Globally but centered around the Leogang Round of the World Cup season, with an IRL activation and collaboration with the FMD Racing team and other renound Fox Athletes to boost coverage and raise awareness around this Icon of an athlete. This multi phaceted launch created the highest performing collab for Fox MTB to date.
lululemon - athlete recovery lounge
in 2018, in collaboration with lululemon’s WhiteSpace Laboratory, I conceived the idea of creating an athlete recovery lounge, designed to meet the needs of athletes at marquee events within their busy competitive season. The first installment was introduced in the Brand's backyard up in Whitler, B.C for the World rebound Crankworx Bike festival, a week-long event with a plethora of races and demands that athletes face. At a time when recovery was becoming a real talking point, the timing couldn’t have been better. Brought to life with a holistic approach in mind, athletes were able to enjoy a space that enabled them to focus on their mind, body and soul, so that they could be at their best for the arduous week ahead, all while positioning lululemon as an athlete-first brand, in a world that thrives off leveraging these people for their own brands gain. The recovery lounge set in motion what would become a staple concept at all lululemon events and partnership activations.
lululemon - athlete Content series
Through out my time at lululemon I was able to work on some amazing content pieces, telling the stories of amazing athletes and what makes them human. I took particular pride in bucking the trend with unexpected athletes for the brand and highlighting what makes them relevant to the lululemon audience through engaging and emotionally charged pieces, some examples here are:
lululemon - Product Collaborations
Some soul-enriching Collabs went down at lululemon, and two that I am proud of are with Pro Surfers Malia Manuel and Mark Healey. Mark’s collection featured products for land and water and paid homage to the tidal drifts of the moon and the role that these tides play in Marks life with the “Moon Drift” Collab. Malia’s collection was focused on water-specific products in her “Will the Wave” Collection.
Both of these Collabs enabled me to create a strong connection between athlete and the brand in order to create mutual benefit and business impact along the way.
DITCH DAY (2014- 2016)
Creator of “Ditch Day”, a men’s three-day media experience focused on showcasing lululemon Men’s culture, versatility in product, and Elite Ambassadors. Project managed and helped execute two separate Ditch Days in Hawaii and Vancouver, leading to long-term media relationships and earned media for our PR team, including Gear Patrol’s “Tested: New Board Shorts for Summer, Tested in Hawaii”.