With Nike Jordan, I operated as a consultant and account co-lead at Gia Kuan Consulting, collaborating closely with the brand’s Strategic Narrative and Corporate Communications team, helmed by John Jowers and Deme White. I was one of two leads for the account, overseeing luxury, narrative, executive, and product storytelling opportunities, in addition to special projects. On top of managing pre-planned prodoct launches within the energy/collaboration/sports talent category, our focus was really rooted in expanding the ecosystem of basketball to the sectors of the arts, design, luxury goods, and female consumers.

My team brokered creative partnerships with and media placements in: Vogue Magazine, New York Magazine: The Cut, The New York Times: The Athletic, office Magazine, Hypebeast, WNBA.com, Dazed, V Magazine, USA Today, SLAM, LeagueFits, the LA Sparks, the New York Liberty, the Las Vegas Aces, the Dallas Wings, Vaquera, LUAR, Kim Shui, Anonymous Club by Shayne Oliver, and Nick Sethi, exceeding expectations and forming new standards for how the brand is positioned in luxury and independent fashion. We also seeded fashion editors, stylists, designers, and other creatives who likely were being sent Jordan Brand products for the very first time. Our goal was to bridge seemingly disparate communities and form long-term, organic bonds. 

The brand almost doubled in revenue during our first two years working together and went on to win Footwear News’ Brand of Year in 2022. Our projects were emblematic of Nike, Inc’s $75 million investment in the WNBA, foreshadowing the world’s cultural interest in women’s sports, the intersections of fashion and sport, and the mainstream-ification of the league seen through the talents of A'ja Wilson, Sabrina Ionescu, Angel Reese, and Caitlin Clark. Our framework for engaging with media, partners, and athletes to bridge culture and sport has since been replicated throughout Nike, Inc.  

Furthermore, my team offered strategy for Jordan’s $100 million Black Community Commitment, a 10-year inititiative supporting Black nonprofits across the U.S; a flagship store opening in Tokyo; global basketball tournaments in Paris and Beijing (Quai54 and Dongdan); executive storytelling for then President Craig Williams, VP Kris Wright, and VP/CDO Martin Lotti through podcast and speaking opportunities; and product storytelling for collaborations with Jayson Tatum, Luka Doncic, Union LA’s Bephie Gibbs, artist Nina Chanel Abney, musician J Balvin, rapper Travis Scott, and Atlanta-based duo Eastside Golf. 

Through working with Jordan Brand, I have experience with multi-year project management, production roadmapping, cross-functional collaboration with design, sports marketing, geos, and legal teams, narrative research and strategy, competitor analysis, trend reporting, relationship management with partners/vendors, media pitching, and events management under the Nike, Inc system.