Beyond the Baseline
Brand campaign and athlete activation concept
- Context
- Self-initiated campaign concept for a sports brand
- Timeline
- Concept project
- Role
- Strategy & creative concept
The challenge
Show the human side of college athletes and connect a brand with the stories that happen off the court.
Approach
- 01 Built a campaign idea around athletes' lives beyond competition
- 02 Outlined athlete activations, social content, and fan touchpoints
- 03 Planned how the campaign could scale across platforms
Key takeaways
- — Athletes are storytellers — brands win when they let them lead
- — A strong idea is simple enough to explain in one sentence