BODYARMOR activated around the NHL Winter Classic with a citywide experiential and content-driven campaign celebrating Chicago hockey culture.

As Account Lead, I oversaw the full program from pre-production through execution, managing client communication, internal workflow, and cross-team alignment. The activation featured a branded BODYARMOR tour bus that traveled through Chicago capturing content with Blackhawks mascots and both former and current Blackhawks players.

We also produced a Chicago-focused episode of Subway Takes filmed on the CTA, and executed a branded giveaway program ahead of the Winter Classic. The campaign connected BODYARMOR to the city’s hockey community in an authentic, culturally relevant way.

Results / KPIs

● Social Impressions: Combined content across BODYARMOR, NHL talent, team channels, and CTA content generated an estimated 750K–1M+ impressions

● Foot Traffic / Engagement: Thousands of in-person fan interactions across city stops, CTA filming moments, and giveaways

● Elevated BODYARMOR visibility leading into the Winter Classic across social and street-level channels

● All deliverables completed on time and aligned with campaign