Activations & retail

Over the years my team and i have brought hundreds of products to market through integrated campaigns and experiences.   At Converse I worked mainly in the pinnacle luxury space with wholesale partners that co-activated stories with us.   These same stories lived with a more holistic expereince in our DTC stores.   One of the trends that we started adopting was the pop up culture you see in streetwear.     Because of our consumer, these pop up experiences featured more events and activations for each energy drop.      

My last two years at adidas were focused on retail experiences.    My team drove the instore consumer journey, defined the comms strategy, content strategy, digital experience, and managed all 2D and 3D communications.    

We worked with many agencies including Fitch, Eyelevel, Unfun, JL, Checkland Kindleysides and Gensler.   Checkland Kindlysides became our main brand retail agency in 2016 designing all performance concepts moving forward.