LEADER | MARKETER | TEAMMATE | ENTREPRENEUR
round21 is on a mission to empower self-expression through creativity, while bringing people together through play.
WHAT WE ARE
round21 is building the world's most expressive sports lifestyle brand.
INSIGHT
As athletes increasingly want to express their individuality, the thing most core to their identity - what they play with - remains a blank canvas.
WHAT IS THE NEW RECᵀᴹ ?
Recreation ˣ Equality ˣ Creativity = round21.
Recreation: spontaneous sport wherever the athlete wants to play.
Equality: an environment where diversity AND belonging co-exist
Creativity: the expression of imaginative ideas that uplift & inspire
OUR PROMISE
round21 provides athletes a sense of who they are with what they play with by partnering with artists and creative talent to bring visual ideas to life on sports equipment.
WHO WE PARTNER WITH
round21 partners with those who are shaping the world around us through art, lifestyle, sports and entertainment. We call this group, THE REC LEAGUEᵀᴹ - a collective of people who believe in the power of creativity, originality, inclusivity and play.
FOUNDER
round21 is founded by a minority female from the midwest, Jasmine Maietta. Jasmine values a highly inclusive and diverse culture which informed round21's first sport - ping pong - as the origin of the brand due to its inclusive power to bring people of all backgrounds together, while also being one of the favorite activities of people who create and influence culture throughout sport, music, entertainment and art.
Read more at www.round21.com
Role: Founder, round21
Fitness has a new global leader.
Between 2018 and 2020, Peloton had (3) three goals:
Expand from a US-based company to a global brand
Expand beyond the Bike into multiple fitness categories
Launch a successful IPO and prove profitable growth
The Global Brand Marketing team (re)built the brand positioning during this time to ensure Peloton would be relevant and meaningful in every new country and new category it entered into.
Rooted in data and insights, the new brand positioning was clear — to make Members believe that with Peloton you became the best version of yourself. This human truth is powerful in its simplicity and established the brand within the US, UK, Germany, and Canada — as well as opened up multiple new categories for Peloton to own including running, yoga, meditation, dance, and more. From here, the execution of the positioning began and continues across all acquisition, retail, Member engagement, social, creative, and experiential activation the brand puts into place.
In addition, Peloton had eyes on an IPO in September of 2019 and in true brand fashion did not rely on the conventions of “going public,” but rather invented a new playbook to energize the investment community around the power of the brand’s promise. The investor roadshow included a first-of-its-kind roadshow video that had a decidedly human tone and relatability unlike others before it.
Role: Global Vice-President of Brand, Peloton
Prepare for lift off. On 2.1.2018, Under Armour launched the world debut of UA HOVR, a revolutionary new running shoe that defies gravity through a new, soft cushioning system while tracking data from your run with a bluetooth sensor embedded inside.
The objective of this running campaign is drive footwear awareness on a global scale. In today's cluttered environment, our strategy was to express this new run shoe through UA's unique DNA of innovation, performance, inspiration, and disruption.
First, we created hype and buzz through early editorial and influencer seeding (12.1.2017-2.22.18) with a segmented delivery/seeding box approach, plus seeding experiences on a worldwide level. We captured attention of consumers where they spend time, on their phones.
To drive global consumer engagement, on 2.2.2018, we launched a series "HOVR House" experiences around the world on four continents. HOVR House brings to life a mix of art, running, music, and entertainment to ignite the soul of runners everywhere beyond just putting in the miles.
Finally, over the course of Spring/Summer '18, the HOVR story came to life through 300 pieces of unique content. This dynamic content will be distributed through mobile-optimized digital media, Connected Fitness digital app challenges, retail experiences, media integrations, grassroots runs, and partnership activations.
Role: Global Marketing Lead, UA Running
Dwayne Johnson isn’t winning in sports, he’s winning at life. But, it wasn’t always that way. It’s that underdog history and mentality that makes him the perfect partner for Under Armour.
My team was responsible for building an athlete positioning that reinforced Johnson’s unique story, while fitting the UA brand. In partnership with his agent and representation, we were responsible for building a global brand strategy, marketing plan, asset kit, and product marketing for product drops in 2017. This activity resulted in selling out of Rock product in its first drop in April, 2017 including his new footwear which was the fastest-selling shoe for UA in 2017.
Role: Global Brand Marketing Lead
It's time to run SMARTER. Under Armour "Record-Equipped" shoes feature a built-in chip which measures your pace and distance without the need to bring your phone. You just sync your shoes with the MapMyRun app at the end of your run.
We launched this first-of-its-kind experience by establishing the benefit of the data from the shoe for runners through a fully integrated global approach. This campaign garnered 3 billion impressions through technology-led product marketing, grassroots activations, large-scale events, digital community engagement, social media and CRM.
Role: Global Brand Marketing Lead
Under Armour declared that training was more than sweat by building a holistic system around sleep, fitness, activity, and nutrition. To extend leadership in sleep, the brand partnered with Tom Brady (TB12) to build a first-of-its-kind sleepwear designed for athletes.
My team was responsible for building an integrated campaign to launch the Sleep Category. We accomplished this by validating the science through proprietary research studies, athlete endorsement, digital marketing, event marketing & retail. In addition, we set the tech world on fire with a large-scale brand presence and editorial outreach at CES (Consumer Electronics Show).
Product sales exceeded forecast 10 times for year 1 of launch.
Role: Global Brand Marketing Lead
Samsung collaborated with Under Armour to offer authentic fitness experiences across a suite of Samsung wearable devices. To develop a deep consumer connection, the partnership drove an integrated campaign across hardware, apps, ECOMM, experiential events, and in-app challenges.
Consumers used Samsung wearables & Under Armour apps to track nutrition, daily workouts, and running routes and even received added motivation from a digital personal trainer.
So far, this campaign has driven 260 million engagements, 368 million impressions, and earned $7.5M in revenue for UA Connected Fitness.
Role: Global Brand Marketing Lead
In 2016, Under Armour needed an Olympics presence, but was not an official sponsor. Plus, our leading Olympic athlete, Michael Phelps, had had a few rough years going into these Games. To breakthrough the clutter around the Olympics, we knew we needed to find a way of using Phelps that stayed true to Under Armour’s ethos and turned his vulnerabilities into strengths. In speaking with Phelps in deeply revealing conversations, we uncovered a different side to his Olympic successes: a dark, unglamorous side that nobody talked about. It was this sacrifice when no one was watching that led to the core idea of the campaign: "It's what you do in the dark, that puts you in the light."
Strategically, we built the idea to be adapted to all channels: TV, digital, PR, events, social, e-commerce, and retail in every country UA does business. This included extending the story through the USA gymnastics team and new soccer phenom, Memphis Depay to add texture to their stories and expand the audience.
The result: The Rule Yourself, Phelps campaign was the second most shared ad of the 2016 Olympics, and fifth most shared of all time. It also garnered many awards, including Ad of the Year from Adweek, Best Film at the Cannes Film Festival, and a Webby.
Role: Global Brand Marketing, Training Category Lead
As the vintage trend grew, we looked at ways to enhance Under Armour’s offering without losing our authenticity. While other players in the industry have 50 years of styles to recycle, Under Armour is only 21.
We had no vintage gear so we built a framework to find historical icons that reinforced UA brand values. The product team secured the rights to the Muhammed Ali brand, and my team built the creative center, activation plan, content development, and execution of this first-ever vintage collection, including the soul of the concept, the UA | ALI collection.
This activation created a new business driving $5M incremental revenue and expanding the brand into new audiences around the world.
Role: Global Brand Marketing Lead
Finishing as strong as you start is a rallying cry for athletes everywhere. We leveraged this authentic truth to craft a seamless global strategy. The campaign juxtaposed athletes at their start and finish while emphasizing the important stuff is what happens in between.
We launched a digital-first campaign featuring athletes from various sports at different points in their career. To bring this story to life everywhere, we use social, fitness apps, paid media, and CRM. We complimented this with grassroots "EARN YOUR ARMOUR" workouts and in-store experiences. To generate early buzz, handpicked UA athletes worldwide received a custom seeding box molded in the shape of a strong male bust form and kitted out with the latest UA gear with a call to action to "SHOW US HOW YOU EARN YOUR ARMOUR."
The result of this campaign was +3% men's baselayer marketshare growth in the USA, Under Armour's most mature market. In addition, the campaign helped launch the brand in key markets including Australia and Brazil where we exceeded revenue targets for our first year in business.
Role: Global Brand Marketing Lead
Under Armour's running business needed a jumpstart in 2016. To drive awareness and engagement with runners around the world, we developed You VS the Year, a MapMyRun app-based digital challenge with a call to action for each participant to run 1000 kilometers in one year.
This campaign has become the most inspiring digital run challenge on the planet. In 2016, over 1 million runners joined the challenge and received digital badges and physical rewards. It is the biggest and most global digital running community in history, and it is all tracked via the MapMyRun and Endomondo apps.
From its inaugural year, You VS the Year's audience size was more than 10 times bigger than any prior digital challenge for UA. In addition, we launched a Facebook page only accessible for You VS the Year members that became the most engaged social community for Under Armour (more posts/shares/comments than the entire landscape of UA social combined).
This is now a key franchise (2018 kicked off Year 3) for the Run & Connected Fitness teams, monetized through media sponsorships as a revenue driver for the brand.
Role: Global Brand Marketing Lead
Athletes aren't always measured by medals. There are those who are measured by their soul and the effort they put into what they do every day. Johnny Agar is one of those athletes, and I had the pleasure of learning his story after he reinterpreted the Rule Yourself, Phelps commercial reflecting his own life.
Agar embodies the true definition of being an athlete, relentless in his pursuit to push himself to defy the restraints of cerebral palsy. To honor his journey and amplify his message and reach, we coordinated as surprise for Johnny, his family, and 300 of his friends by re-editing a version of his commercial and airing it on TV during a Detroit Tigers game. We showed this to him at a surprise party in his hometown.
Role: Global Brand Marketing Lead
In 2009, the MONOPOLY brand was declining in revenue, as was the entire board game industry, due to an increase in consumer preference for gaming on mobile phones. My team examined why people really love MONOPOLY. "Winning it all, feeling rich, and lux life,” were some of the ways consumers described their experience with the brand.
I led the brand reinvention that created products and experiences that reinforced these emotional cues. New formats like Facebook and EA digital gaming brought the brand to life in a modern visual and voice. Hasbro generated new topline revenue through MONOPOLY apparel, accessories, lottery tickets, slot machines, and expanding the MONOPOLY at McDonald’s promotional franchise worldwide.
This overhaul shifted MONOPOLY from a game into pop culture brand.
Role: Global Brand Marketing Lead
While adidas, Nike, PUMA targeted current/former male team sport athletes, Reebok identified the emerging market for women in fitness.
Consumer research showed that women described working out with words like “dread-mill” & “stair-monster.” We decided to find a way to connect with women, beyond product, through the emotion of fitness. With a disruptive partnership with Cirque du Soleil, we aimed to bring the fun back to fitness in unexpected, yet relevant, moments.
My role was to build the engagement and influencer strategy, develop the partnership with Cirque du Soleil, negotiate contract terms, agree on shared values, and launch a new fitness experience worldwide.
Reebok successfully implemented the co-branded fitness experience into 22 gyms worldwide, including Equinox Fitness in USA, while achieving 600M impressions in PR/marketing - PR event, celeb endorsements,
fitness ambassador network, in-gym workouts, and digital media.
This campaign led to the reinvention of the Reebok Training Network with new handpicked trainers who represented the ethos of the brand,and development of a new elevated training collection sold at Tier 1 accounts, e.g. Nordstrom.
Role: Brand Manager, Women's
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