I led the launch of Ultra Game, the official lifestyle partner of the NBA and NFL, debuting the brand at ComplexCon with a campaign built around the heartbeat of both leagues—the ultra fans.

We turned real fandom into the creative engine, leveraging a network of influencers to drive visibility across digital, social, and an immersive on-site experience. The capsule collection was shot by Atiba Jefferson—famed LA photographer and die-hard Laker fan—who also helped kick off our ongoing Ultra Fans content franchise.