Overview:
The “Different Out Here” SU25 campaign was a month-long, joint effort between NIKE and HIBBETT to highlight the singular culture and charisma of the southern athlete. Against this narrative backdrop, we promoted NIKE’s summer 2025 slate of basketball shoes.
As with any retail-minded campaign, my focus was to prioritize community over commerce without sacrificing business expectations. My team worked diligently alongside our internal Director of Creative and the NIKE team to strike a natural balance between narrative and product.
2 million
organic impressions
60 thousand
engagements
Opportunity:
Utilize the unique positioning of HIBBETT in the marketplace to leverage the power of sport and give young hoopers in the south a retailer to call home.
My Role:
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Creative Ideation - We ultimately decided to shape the narrative arc and tone through the lens of primary protagonist Ace Bailey as he prepared to enter the NBA Draft at just 18 years old. Bailey was an ideal candidate, both because of his roots in our primary market of Chattanooga, TN, and for his somewhat polarizing attitude on and off the court.
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Editing - Working with our internal and external stakeholders, my responsibility was to direct the tone of the content across social channels. Since this was a social-first campaign, I was tasked with mapping out the audience journey. I assisted in the editing of video footage, lifestyle + product photography, and wrote corresponding copy and CTAs to construct a cohesive storyline.
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Campaign Rollout - I managed my team of three direct reports and talent (Ace Bailey, Lou Young and 8 other NIKE athletes) in the timely rollout of this campaign across channels. Below is a snippet of week 1 of the audience journey -
