Napheesa Collier
2025 WNBA ASW MVP Reactive
When Napheesa Collier won WNBA All‑Star Game MVP, Jordan Brand didn’t react—we moved.
At the speed of the moment, we activated a real‑time, reactive brand play that turned an on‑court win into a full‑scale cultural statement. What unfolded during WNBA All‑Star Weekend ’25 in Indianapolis was one of the boldest stunts I’ve been part of—driven by instinct, trust, and world‑class collaboration across Creative, Brand, Sports Marketing, Integrated Media, and Global Comms.
The goal was simple: celebrate greatness immediately and unapologetically. We rapidly amplified Napheesa’s MVP moment with high‑impact storytelling designed to live beyond the game—across feeds, channels, and culture. Every execution was intentional: fast, elevated, and worthy of the athlete.
This wasn’t just about winning MVP.
It was about how Jordan Brand shows up for women athletes when the world is watching—with the same scale, energy, and creative conviction as any iconic moment in sport.
Tatum 1 JazzyWorldTV
We debuted the Tatum 1 as the basketball shoe for the fearless hooper and the next generation, launching it where the story is real—Boston.
the creative execution for the JazzyWorldTV × Tatum 1 launch, bringing together Jazzy and Jayson Tatum to create content that felt native to youth culture, not like a traditional product rollout. The launch centered on authentic interaction: reviewing the Tatum 1, competing in Jayson’s Tatum Challenge on NBA 2K23, and blending hoops, gaming, and personality-driven storytelling.
By tapping into a creator with deep credibility and activating in Jayson’s hometown, we brought the Tatum 1 to life in a way that felt fun, fearless, and culturally relevant. The result was an IRL‑meets‑digital moment that connected with young consumers on their terms—through play, competition, and real energy—while positioning the Tatum 1 as more than a shoe, but a mindset.
Jordan Signature Athletes
Media Strategy
Leading the media strategy for NBA Jordan Signature Athletes, focused on turning performance footwear launches into culture‑driven moments that actually resonate with the Jordan consumer.
I strengthened and activated relationships with key basketball and street culture platforms—Ballislife, SLAM, Nice Kicks, and the NBA—to build custom, platform‑native programming that felt organic to how fans consume the game. Instead of traditional marketing, we created content that lived naturally within basketball media ecosystems.
By leveraging Jordan Brand’s partnership with the NBA, I unlocked access to official league imagery and assets, allowing us to amplify reach, credibility, and storytelling across partner platforms. This approach scaled athlete visibility and ensured key performance footwear launches showed up with authenticity, energy, and cultural relevance—not just impressions.
