As part of a larger effort to “rebrand” lacrosse and expand interest in the sport, we found the perfect partner: Method Man. Having played in High School on Long Island himself, we created a content and merchandise collaboration with league sponsor, Champion, with profits and gear allocated towards 11 local youth organizations. I managed all creative teams, along with owning the strategic and creative brief.

The campaign included a design package, custom merchandise, and robust video and social coverage of the collab. The campaign resulted in a Hashtag Sports award for DEI in Sports, along with tons organic press coverage, like Rolling Stone.