With the opportunity to work directly with adidas’ product design team to create the identity for a brand-new shoe franchise before the adidas marketing team was even involved, my team at Kamp Grizzly and I jumped at the opportunity to develop the sharpest product positioning for a shoe franchise that adidas Running had ever seen.

Our team established AlphaBOUNCE as a shoe for athletes looking to gain an edge in their sport - and we developed a training/lifestyle-driven approach to portray and express this territory. The AlphaBOUNCE became the first adidas running shoe to exist at the intersection of sport and culture.

Leading both account and management, I shepherded the creative and client process through concept development, sell-in, production, design, delivery and launch on the most ambitious campaign Kamp Grizzly had tackled to date.

To tease the launch and build sneakerhead hype, we concepted and executed a leak moment. We placed a pair of unreleased AlphaBOUNCE’s on 2 Chainz and sat him courtside at an NBA finals game — earning wild buzz and product demand overnight.

The very first AlphaBOUNCE colorway sold out in 24 hours — a first for adidas Running.

MY ROLE

• Led all account management, serving as the single point of contact for adidas

• Managed creative team, additional project managers, production, and post production teams and served as the single conduit between all parties

• Developed and managed the overall project budget

• Collaborated with creative team leads to develop and sell-in the campaign’s strategic position and approach

• Served as post producer on all campaign deliverables

• Engineered the overall project timeline and directed teams to provide an on-time in-full project delivery

Showcased below are content highlights from the campaign as well as a recap of an activation stunt that my team concepted and executed to release the initial pairs of AlphaBOUNCE to top-tier high school football athletes at a high-profile football camp in California.