Under Armour You VS the Year
From 2015 to early 2017, I spent most of my time working with Under Armour on what they initially deemed as one of their most successful activations of all time. The campaign, You VS the Year, is a digital event to run 1000KM's (1017KM's in 2017 and now more in 2018) over the course of the year. Globally, we had over 1 million participants in 2016-2017. Aside from being a part of the strategy behind the event as a whole, I was a key player in the development of the strategy behind the Closed Facebook Group directly associated with the challenge. I was also the Community Manager of the Closed Facebook Group from launch day to late 2017. Not only was this one of the first times a Closed Facebook Group had been monetized by a big brand but we also took this group from just being focused on interacting with UA digitally but also activating physically through Run Crew Meet-ups and seeding product.