Summer 2023 - Digital Experience:
In partnership with Hypebeast, New Balance launched the "Sounds of an Icon" campaign in summer 2023. This digital experience celebrated the cultural impact of the 990 sneaker series by exploring its influence in Baltimore, Philadelphia, and the DMV area. I facilitated weekly communications between our internal creative teams and New Balance's teams, managing all campaign deliverables and assets to ensure a cohesive execution. Through multimedia content and storytelling, the campaign resonated with audiences across these iconic cities.
Spring 2024 - In-Person Activations:
Following the digital campaign's success, New Balance and Hypebeast extended the "Sounds of an Icon" initiative into spring 2024 with in-person events in Baltimore, Philadelphia, and Washington, D.C. These activations featured workshops, gallery exhibitions, and live performances, offering a deeper exploration of the 990 series' cultural significance. My role continued to involve managing deliverables and assets while coordinating with all teams to ensure the success of the events. The IRL experiences strengthened community connections and further solidified the legacy of the 990s within these vibrant cultural hubs.
