Sneakers.com

Taking a new sneaker brand from MVP to beta launch, then out into the community through run clubs.

Role

Led brand launch and activations

Launch

Post MVP site completion, through beta

Partner

Town Strides, Oakland

Scope

Launch, social, site marketing, activations

At a glance

80+

attendees at our first activation

1st

activation, with Oakland's Town Strides

community channels: run clubs, educators, Greek life

A launch built on product discovery and community, not just a website going live.

The homepage hero rotates the marketing banners I led the workflow for.

Brand launch

Make a brand new site feel human from day one.

Beta launchLed the launch after MVP site completion, through our beta.

SocialSet up the social accounts and defined the initial social strategy.

Site marketingAfter beta, led the workflow for updating marketing banners on the site.

WorkflowsSet up the Asana and Figma workflows for our franchised collections across ads, email and social.

Creator contentHosted creator content on site for a more human feel.

Activations

Find where runners already gather, and show up there.

CommunityIdentified run clubs as a source of community engagement.

First eventTapped my network to coordinate our first activation with Oakland's Town Strides.

ProductionProject managed and produced the event, supported contract negotiation and planning, and consulted on the social calendar with Sr. Content Associate Leo Hurtado.

Catalog discoveryExtended discovery across key markets through partnerships with local run clubs, educators and Greek life organizations, highlighting performance footwear and capturing back-to-school demand.

Running segmentNetworked with an internal team running a 5K together and asked to shoot content with them, adding running-specific content for the audience.

ResultsAn ample bank of content that lasted beyond the event, 80+ attendees, custom merch and key data for future events.