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Nike Football Rip the Script World Cup 2026 campaign collage

brand

Nike FootballJun–Jul 2026

Nike Football — World Cup 2026 Orchestration Hub

Spent the World Cup writing for Nike Football in real time, working with a creative team turning match results into copy and scripts almost as fast as the games ended. Wrote for players including Kylian Mbappé, Erling Haaland, and Zlatan Ibrahimović; shaped kit and boot launches, player moments, federation stories, and tournament creative across channels. Joined Nike's Global Campus for two weeks, embedded with the marketing, narrative, and brand creative teams shaping how Nike showed up for the tournament.

Impact

Real-time tournament storytelling across Nike Football channels

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YouTube World Cup 2026 community management examples and engagement results

social

YouTube · via BattenhallJun–Jul 2026

YouTube — World Cup 2026 Community Campaign

Ran real-time World Cup community management for YouTube across YouTube, TikTok, Instagram, and X, finding the right cultural reference, meme, or language for each moment. The campaign generated 6.6M+ engagements, exceeded YouTube's goal by 442%, and outperformed its 2022 World Cup campaign by more than 7,500% — becoming one of the platform's strongest character activations around a global sporting event.

Impact

6.6M+ engagements · 442% above campaign goal

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New York, A Football City panelists at The Africa Center

editorial

The Africa CenterJun 2026

New York, A Football City — The Africa Center

Hosted a roundtable at The Africa Center exploring what soccer means to New York, tracing the city's football roots from Hakoah Vienna's historic 1926 visit through the New York Cosmos era and into the anticipated impact of the World Cup on local communities. Led the conversation with Sofia Mussa, Zito Madu, and Marvin Heilbronn on how the sport has shaped the city's culture and what comes next as the world arrives at its doorstep.

Impact

Hosted a conversation on New York's football past, present, and future

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brand

UnitedMasters2025–2026

Collaboration with UnitedMasters — Mastercard × McLaren F1

Scripted the case study video for The Sound of Victory — a collaboration between UnitedMasters, Mastercard, and McLaren F1, where championship telemetry data was turned into a full musical album with Mexican artists Le Twins. Also wrote cultural editorials and interview questions for artist Instagram takeovers.

Impact

Case study video scripted for flagship collaboration campaign

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editorial

SPS (Co-founder)2018–Present

SPS — Football Culture Brand

Built SPS into a leading football culture brand at the intersection of sport, music, and fashion — growing to 70,000+ engaged followers through authentic voice, digital campaigns, and audience growth strategies rooted in cultural fluency.

Impact

70,000+ engaged followers

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Visa Cash App RB F1 — Yuki Tsunoda and Isack Hadjar

strategy

Adidas · Premier League · Foot Locker · Visa2025

Adidas, Premier League & Global Brand Strategy

Led cultural research and trend analysis for a portfolio of global brands including Adidas, Under Armour, Premier League, Visa, and Foot Locker. Built brand and content strategies from audience behavior, social trends, and competitive analysis.

Impact

Campaign briefs shaped for Adidas, Under Armour, Visa, Foot Locker & Premier League

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Tottenham Premier League Kansas City cover

brand

Tottenham Hotspur / Premier League2025

Tottenham × Premier League — Fan Activation, Kansas City

Managed on-ground fan activation in Kansas City for Premier League club Tottenham, working alongside club legends and former England internationals Ledley King and Jermain Defoe to create an immersive experience for American football fans. Directed social content across fan meet-and-greets, stadium tours, and live events, bridging the gap between the Premier League’s global brand and its growing North American fanbase. Football is global, and America has adopted it. This was proof.

Impact

Live fan engagement connecting a global club to a North American audience

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strategy

Samsung2024–2025

Samsung × Unrivaled Women's Basketball Launch

Brought in to support Samsung's launch of Unrivaled, delivering audience insights, strategic analysis, and social-first activation concepts. Pitched creative storytelling frameworks showing how Samsung's technology could enhance the fan experience.

Impact

Strategic launch framework for a new women's basketball league

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social

CBS Sports (Paramount Global)2020–2024

Building the Voice of CBS Sports Golazo

Owned the voice of CBS Sports Golazo from day one — every caption, hook, and campaign message. Built the brand's social identity from zero, producing short-form content across TikTok, Instagram, Twitter/X, and YouTube Shorts while delivering expert football analysis on-air. Engagement grew 32,400%.

Impact

32,400% engagement increase

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strategy

Lionel Messi's Más+2024

Lionel Messi — Más+ Brand Strategy & Copy

Led copy and strategy for Lionel Messi's Más+ brand. Found cultural angles, developed messaging for World Cup 2026 activations, and used audience data and cultural insight to sharpen brand storytelling across platforms.

Impact

World Cup 2026 messaging framework developed

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editorial

Self-Published / Co-authored2024

Are We Allowed to Just Dream?

Co-wrote and published "Are We Allowed to Just Dream?" — a book featured in Hypebeast that advances cultural conversations at the intersection of sport, identity, and aspiration.

Impact

Published book featured in Hypebeast

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brand

Nike2023

Nike Women's World Cup 2023

Wrote social-first copy for Nike's Women's World Cup 2023 campaign, amplifying engagement around the Australian women's national team across global channels.

Impact

Global campaign amplification for the Australian women's national team

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brand

EA Sports2022

EA Sports

Wrote brand voice, social copy, and campaign messaging for EA Sports across global markets — connecting gaming culture to sport and lifestyle audiences.

Impact

Brand voice and campaign copy across global markets

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