Athletic Brewing 2022 NIL Strategy
The Challenge
In 2022, during my time at Athletic Brewing, the rise of Name, Image, and Likeness (NIL) deals presented a new opportunity. Athletic Brewing sought to capitalize on this trend to achieve three key goals: connect with a younger demographic, broaden their audience, and maintain engagement with their core consumers. I was responsible for developing a strategy to successfully accomplish these objectives.
Expertise Provided
Integrated Campaign Management
Digital and Social Media Strategy
Influencer/Ambassador Partnerships
The Solution
Drawing on my expertise in the college sports arena, we partnered with influential college football stars, including 2022 Heisman Trophy winner Caleb Williams, CJ Stroud, and Bijan Robinson. I led cross-functional teams to develop a comprehensive 360-degree campaign that leveraged authentic storytelling across multiple touchpoints, including social media and retail marketing, to effectively engage both new and existing audiences.
The Results
The campaign delivered over 800 million impressions and achieved a 70% year-over-year growth in retail sales, demonstrating the successful execution of our strategy.