Heritage was not the theme. It was the throughline.

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I entered after Foot Locker, Ballislife, athlete content, a capsule and a Downey activation were already in motion, but without a governing idea. As Creative Director and Experience Designer, I supported cutting an underfunded tournament and built one campaign system across identity, three films, photography, national commerce and a neighborhood event. The result connected person, story, brand and product without reducing culture to decoration.