Work

Hispanic Heritage Month

As part of Hispanic Heritage Month, adidas worked with my team to highlight and support hyperlocal creators representing their communities in New York and LA and give back. We celebrated The Uptown Collective (NY) by hosting a celebratory experience centered around learning to play dominoes, listening to live music, and enjoying food from local businesses. Custom domino sets were shared, and a mural was painted live and dedicated to Uptown Collective founder, Led Black. It had a QR code which directed viewers to a video where they could listen to Led tell his story of what drives him, and share some words of encouragement.

Along with the game night, we created custom lottery tickets for La Lotería, where everyone won adidas swag. The intention was for the brand to take a backseat, allowing the focus to shine on the creators.

The Uptown Collective is a media and news source that focuses on cultural initiatives of all kinds happening in Uptown New York.