The brief
How do we change Gen Alpha's perception that traditional organized sports are stressful, rigid, and bland?
The solution
A Roblox experience that allowed Gen Alpha to remix sports in whatever ways they might imagine. I helped develop and launch the experience on Roblox, created the messaging framework for the marketing campaign, and led world updates including Air Max Day, All-Star Weekend, and LeBron James as an in-world NPC.
The result
Over 9 million people have visited NIKELAND, and the experience has been featured in Hypebeast, The Wall Street Journal, NPR, and more.
Next project