Thee Hottie Walk: Nike + Meg Thee Stallion | Q2 2024

Creative Direction for an exclusive event activation with Nike and Meg Thee Stallion as part of their wellness activation. This event was the big finale to their campaign promoting fitness, exercise and confidence. Meg along with Nike selected local influencers from several of Los Angeles’ college campuses (including USC, UCLA and Cal State LA) to be leaders in getting their fellow students/communities to exercise. For this final stage, all partners would engage students to participate in a walk through the historical Los Angeles Coliseum with individuals that shared “Thee Hottie State of Mind”. As a surprise, students would be walking with Olympian Chloe Kim and none other than Meg herself.

As creative director I worked with a production team to concept the consumer journey and activation layout, from registration check in all the way through the walk itself. This included where the signage would go, how to navigate over 1,000 students through the space, where product giveaways and product trials would be setup, where the shareable photo moments would live, and what they were. Also came up with snack ideas to give participants post-walk that aligned with Meg’s personal brand.

I oversaw art direction that included invite, signage (printed and digital) and product customization (t-shirts, snack bags, etc.). I also came up with the route entertainment as we had some of USC’s marching band and spirit teams provide extra energy to the walk.

This was a fun yet challenging project as the venue had to be changed a couple times. The venues had various restrictions, costs and scheduling conflicts so teams had to pivot in multiple situations to accommodate where things could be placed, noise restrictions, and consumer journey/floor plan based on venue. We also had to account for making things accessible and safe for a high caliber superstar like Megan. We had a huge turnout and there were many smiling faces leaving the experience. Many of the guests mentioned how much there was to do there and loved all of the engagement points. Additionally, Meg was only supposed to pop in and say “hi” but she was having such a good time she stayed the whole time and took pictures with fans. Nike and Meg’s team were both happy.