Scope: Developed and produced an original six-part digital content series called Laces Out, blending sports culture, storytelling, and athlete interviews. Initially launched in partnership with Sports Illustrated, the series attracted major league attention and was ultimately picked up by the NBA as an official sponsor.
Key Contributions & Results:
Concept & Strategy:
- Created the original concept, narrative structure, and episode themes targeting a Gen Z/Millennial sports audience.
- Positioned the series to bridge lifestyle and athletics, spotlighting sneaker culture, identity, and behind-the-scenes access.
Production Oversight:
- Led the entire creative direction, scripting, production, and post-production across all six episodes.
- Managed talent relationships and coordinated on-set logistics across multiple cities.
Distribution & Impact:
- Secured digital distribution through Sports Illustrated’s national platform, gaining traction across their social channels and website.
- Series attracted over 2.8 million total views within the first 30 days of launch.
Sponsorship Win:
- Series success led to sponsorship by the NBA, expanding reach and credibility.
- Partnered with the NBA’s content marketing team to re-edit segments for inclusion in official league social media campaigns and community outreach initiatives.
Cultural Relevance:
- “Laces Out” became a notable crossover success in sports media, demonstrating the power of original branded content in athlete storytelling and youth engagement.