NIke
Coach Prime DT Max 96 Launch · World Basketball Festival 2023
Coach Prime DT Max 96 Launch
Nike partnered with Coach Prime (Deion Sanders) to launch the DT Max 96, and I led the full activation from pre-production through execution. As Project Lead, I managed a $100K experiential program that included a custom DT Max–themed Lamborghini, campus-wide brand moments, and a fan-facing activation at the University of Colorado Boulder Spring Game.
Working closely with Nike’s media and football teams, I coordinated shoot logistics, talent movement, and creative approvals, while delivering a Nike pop-up that gave students early direct access to the DT Max 96 ahead of the official release.
The entire program was completed in under three weeks and received strong praise from Nike, the Sanders family, and the CU Boulder community.
Results / KPIs
● Social impressions: Content across Nike, Coach Prime, team pages, and fan accounts generated 1M+ combined impressions
● Sold through all 250 pairs of the DT Max 96 during the early access pop-up
● High engagement throughout the Spring Game activation and campus pop-up
● Strong positive feedback from Nike leadership, the Sanders family, and fans
● Completed the full activation on an accelerated 3-week timeline
World Basketball Festival 2023
Nike brought the global basketball community together for the 2023 World Basketball Festival, hosting a multi-day celebration at the Lincoln Center that honored every level of the sport—from brand legends and current superstars to top high school athletes and cultural leaders.
With less than a month between the site visit and showtime, the team delivered a fully immersive brand experience featuring appearances from Carmelo Anthony, Kevin Durant, Devin Booker, Sue Bird, Travis Scott, and many more.
As Production Support, I assisted across all operational and production needs to help bring the large-scale activation to life, supporting a smooth flow of programming and site operations throughout the festival.
Results / KPIs
● Social Impressions: Festival content across Nike, talent, media partners, and fan channels generated 2M+ impressions (including organic content and reposts)
● Foot Traffic: Thousands of fans attended the multi-day festival, creating steady engagement across all programming
● Successfully executed a large-scale, fast-turnaround activation with less than a month of prep time
● Strong positive reception from Nike teams, talent, and festival attendees