GAME DAY &
EVERY DAY
Back-To-School
Campaign 2026
Sport is woven into everyday life, creating a shared language between friends built on competition, trash talk, and inside jokes. We show connection through how we challenge each other, laugh, and show up.
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The Project
The goal was to drive consideration for Champs Sports by giving the brand a distinct personality that shows sport as part of everyday life and friendship - not just competition. The strategy used well-intended humor and irreverence to create a confident, playful voice rooted in sport culture.
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My Role
I served as the bridge between brand and the agency, ensuring the creative vision translated into a well-executed production. I managed the budget and contracting, facilitated communication between both teams, and served as the primary point of contact for production questions and decisions. Throughout the shoot, I represented the brand on set, helped resolve issues in real time, and kept the agency, production, and internal stakeholders aligned.
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The Production
Working with the creative agency, In Good Taste, the week-long production spanned a wide range of real-life environments and activities - from bars, kitchens, and gaming to running, Top Golf, swimming, and fantasy football. Across multiple locations and talent, we produced 60 final images and 13 short-form videos, creating a versatile content library that brought sport, style, and social life together.
