Client: Skechers Basketball
Role: Creative Direction, Brand Launch Strategy
Results: In just 8 months, we built a social presence from the ground up, driving 49.3M video views, 185K+ engagements, and 38.5M impressions, almost entirely through organic content on IG and TT.
When Skechers launched a brand-new performance basketball line—with no established look, voice, or story—we had our work cut out for us. The brand was known for comfort, not clout. To flip the script (and silence the “what are those?” reactions), we developed a full brand platform and launch strategy to build awareness, earn credibility, and ultimately move product.
Our creative concept centered on a simple truth: basketball should be fun. We highlighted the comfort, style, and function players need to perform at their best—on their terms. The result? A bold, unmistakable brand presence with a clear voice and attitude, built to stand out in a category crowded by legacy players.
From pitch to launch, I led the creative direction across every touchpoint—ensuring our newly established message, style, and spirit came to life with consistency and craft across social, digital, PR, email, web, and broadcast.
One of the biggest moments in our first year of Skechers Basketball was teaming up with Joel Embiid for “Let ’Em Talk”—a campaign concept all about welcoming the noise from haters and doubters—because while they’re busy talking, we’re having fun and playing our best game.
Our team planned every detail of the brand launch—from when to go live with channels to the strategic rollout of key messaging and campaign spots featuring stars like Joel Embiid, Julies Randle, Rickea Jackson, Norman Powell, Terance Mann, Josh Green, Jabari Walker, and Kiki Iriafen.
Every post was crafted to shape and strengthen our brand voice, building credibility with the basketball audience.
Credit:
I got to work with the absolute best in the business to build and launch this brand from scratch! Thanks to Allison West (Director, Strategy & Brand Planning), Sam Morales (ACD), Myranda Thimpson (Sr. Art Director), Chris Hicks (Sr. Designer), Misty Hopwood (Copywriter), Paul Trimmier (Copywriter), Kate Adolphson (Producer), Reid Fuhr (Producer), Ian Langenhuysen (DP and Editor), Blake Bronstad (Photographer), Bryce France (Photographer), Jack Strain (Editor), and Joanna Garcia Mota (Social Media Strategist)