Narrative & Strategy
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Tracing the Olympic history of skating costumers, ski wear and more for Outside Magazine.
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Exploring track and field’s love affair with beauty and the untapped opportunity for brands.
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With the goal of introducing Tracksmith to a new audience during fall marathon season, I developed the strategy and copy, working with our in-house creative team to develop a multi-page ad insert for the New York Times.
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I was commissioned by On to write an OFF Magazine editorial on tennis style, featuring interviews with their rising tennis stars. In addition to weaving a compelling narrative, the piece was designed to support SEO.
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I was hired to develop the brand for Joon Loloi, a new home furnishings company by Loloi Rugs. In this role, I led strategy, naming, and content creation for web, social, and video – crafting brand narratives as well as marketing strategies for collaborations, artisan-made pieces, and social. I oversaw all copy and creative, with an eye to elevating the meaning of home.
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For a collaboration with YouTube influencer Lone Fox, I oversaw Joon Loloi’s narrative strategy. This included briefing the creative and digital teams on storytelling elements, managing copy, developing video and social concepts, and email content. I also pitched the concept and owned the execution for a special vintage collection with Lone Fox, shot onsite at the Round Top Antique Fair.
Brand Copy
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Oiselle Mother's Day Campaign
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Diadora x JW Anderson
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Tracksmith Digital Ads
Tracksmith Campaigns
In my time at Tracksmith, I oversaw all brand copy, which included developing the narrative for our seasonal campaigns, plus product, email, social, and editorial copy.
The Displacers - 2018 Best American Sportswriting "Notable"
Moments of Magic Lookbook
The Rite of Spring Lookbook
On the Roads Lookbook
Emil Zatopek Editorial
Track & Field Collection Lookbook
Fall 2021 Lookbook
For the Love – Ghostwriting
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COLLABORATIONS & EVENTS
For a Tracksmith collaboration with Puma and Pushkin Industries, I oversaw all copy and content across partner platforms. This included the photo and video shoot, a podcast presented by Malcolm Gladwell, and live show at the World Championships. The narrative for the campaign centered on Speed City and the 1968 Olympic protests for racial justice. I worked hard to ensure our storytelling reflected a deep understanding of diversity, equity and inclusion.
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BRANDS THAT MATTER
To support Tracksmith’s belief that running is a creative outlet, I conceived and created the Tracksmith Fellowship, an annual grant that highlights diverse artists in the running community. The Fellowship earned Tracksmith recognition as a 2021 Fast Company Brand that Matters along with ongoing media coverage for Fellows and content creation opportunities.
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CONTENT DEVELOPMENT
As part of the ongoing effort to develop unique, inspiring content for our Journal, I ideated storylines and commissioned work. Of note, I worked with renowned economist and amateur runner Emily Oster to write a data-driven story on running. The piece was published on our platforms and re-published on Parent Data, reaching thousands of parents and potential new customers.
