Two years in the making, Under Armour’s 2021 Black History Month Collection featured work and creative direction from photographer Devin Allen, celebrating the city that he loves. I was able to creative direct the microsite and write all of its copy, including feature articles on Allen, as well as internal leadership at UA.
While my team was primarily focused on the PR element of it, I was offered up to the UA team to develop the microsite, conduct interviews with senior leadership across creative and communications, and set the tone for the program both on our end as an agency as well as for ongoing PR efforts.
In partnership with UA’s Global Communications team, our team developed purpose-led narratives to lay the foundation for earned and owned storytelling. We secured a national exclusive with Bloomberg that highlighted UA’s purpose and commitment to DE&I, as well as a local online exclusive and print cover story in the Baltimore Sun.
$7.5M media ad value, 103 media placements