Illinois Mens Basketball Pop Up Activation
Featured: CBS News, Action Network
Skills Demonstrated:
Strategic Planning
Creative Direction
Project Management
Stakeholder Collaboration
Community Engagement
Sales and Revenue Generation
Team Leadership and Management
Featured: CBS News, Action Network
Skills Demonstrated:
Strategic Planning
Creative Direction
Project Management
Stakeholder Collaboration
Community Engagement
Sales and Revenue Generation
Team Leadership and Management
Spearheaded the creative development and launch of Chicago's inaugural NIL store for Campus Ink, a pioneering project that enables fans to directly buy athlete-branded merchandise, such as Kofi Cockburn jerseys. This initiative not only deepened the bond between fans and athletes but also positioned our brand at the leading edge of the NIL movement. By introducing this unique concept, we underscored our dedication to athlete empowerment and enhanced fan engagement, thereby setting a new standard in the industry. This store ultimately lead to the birth of the NIL Store which has 10,000 athletes and over 60+ e-commerce stores.
Key Responsibilities:
STRATEGY
Market Research and Insights:
- Conducted comprehensive market analysis to identify fan preferences and merchandise trends.
- Leveraged data to develop a strategy that would maximize engagement and sales during the NCAA Tournament.
- Conducted comprehensive market analysis to identify fan preferences and merchandise trends.
- Leveraged data to develop a strategy that would maximize engagement and sales during the NCAA Tournament.
Strategic Planning:
- Developed a strategic roadmap for the pop-up store, aligning with the overall marketing and engagement goals of the Illinois Men's Basketball team.
- Collaborated with the marketing team to ensure the strategy was communicated and executed effectively.
- Developed a strategic roadmap for the pop-up store, aligning with the overall marketing and engagement goals of the Illinois Men's Basketball team.
- Collaborated with the marketing team to ensure the strategy was communicated and executed effectively.
CREATIVE DIRECTION + PRODUCTION
Concept Development:
- Led the creative direction for the pop-up store, from conceptualization to execution.
- Led the creative direction for the pop-up store, from conceptualization to execution.
- Designed the store layout and visual merchandising to create an immersive and engaging shopping experience.
Product Design:
- Created exclusive merchandise designs that resonated with fans and reflected the team's brand.
- Ensured high-quality production standards for all merchandise items.
- Created exclusive merchandise designs that resonated with fans and reflected the team's brand.
- Ensured high-quality production standards for all merchandise items.
CLIENT RELATIONS
Stakeholder Collaboration:
- Worked closely with university officials, athletes, and external vendors to ensure smooth operation and alignment with university guidelines.
- Managed relationships with key stakeholders to facilitate approvals and support for the initiative.
- Worked closely with university officials, athletes, and external vendors to ensure smooth operation and alignment with university guidelines.
- Managed relationships with key stakeholders to facilitate approvals and support for the initiative.
Community Engagement:
- Organized promotional events and activities to drive traffic to the pop-up store.
- Engaged with the local community through social media and other marketing channels to build excitement and anticipation.
- Organized promotional events and activities to drive traffic to the pop-up store.
- Engaged with the local community through social media and other marketing channels to build excitement and anticipation.
RESULTS
Sales Performance:
- Successfully generated significant revenue, contributing to the overall funding and support of the Illinois Men's Basketball program.
- Successfully generated significant revenue, contributing to the overall funding and support of the Illinois Men's Basketball program.
- Achieved high levels of fan engagement and satisfaction, as evidenced by sales metrics and customer feedback.
National Recognition:
- The pop-up store garnered national media attention, highlighting the innovative approach to NIL merchandising.
- The pop-up store garnered national media attention, highlighting the innovative approach to NIL merchandising.
- This national exposure attracted the interest of investors, leading to a significant investment from Mark Cuban.
- The investment from Mark Cuban enabled the expansion and development of the NIL Store platform, allowing us to support nearly 9,000 athletes across 75+ universities.
Brand Impact:
- Enhanced the team's brand visibility and loyalty through a well-executed and innovative retail experience.
- Enhanced the team's brand visibility and loyalty through a well-executed and innovative retail experience.
- Set a benchmark for future NIL pop-up store activations across other sports and universities.
Fusing Heritage with Modernity
My approach was to blend the storied history of the University of Illinois with cutting-edge digital elements. The inclusion of QR codes for expanded online merchandise offerings was a testament to our innovative approach, ensuring the store catered to both traditional shoppers and the digitally savvy.
From Concept to Reality
The execution was a masterclass in adaptive design, featuring on-demand printing capabilities that allowed for real-time customization, including printing blank jerseys on the spot. This flexibility not only streamlined operations but also created a personalized shopping experience, reflecting my vision for a dynamic and responsive retail environment.
Original Concept
Space before the NIL Store
Features
The store featured autographed memorabilia that each of the players signed, unique apparel, tournament shirt, customized jerseys.
Connecting Fans and Athletes
The store was more than a retail space; it was a community hub where fans could directly support their favorite athletes through their purchases. The design facilitated an immersive experience, allowing fans to feel a part of the athletes' journeys, further deepening the bond between the University of Illinois community and its athletes.
A New Era for Athlete Merchandising
The pop-up store not only achieved significant sales but also paved the way for future NIL ventures, proving the concept's viability. With Campus Ink returning substantial royalties to the athletes, the project underscored the potential for similar initiatives to thrive, marking a significant milestone in the evolution of athlete merchandising and NIL opportunities.
https://twitter.com/athletenil/status/1505978461004959748?lang=cs
https://www.actionnetwork.com/ncaab/first-pop-up-nil-store-selling-illinois-basketball-player-jerseys
https://www.cbsnews.com/chicago/news/lincoln-park-pop-up-illini-store-name-image-likeness-profit/
Fan Support
The Team
The Build