Task:
Assist Jason Kelce in launching his non-profit, the (Be) Philly Foundation, and the Philly themed apparel brand, Underdog, to help raise money for Coded by Kids and Heights Philadelphia.
Overview:
A dream project for me in a lot of ways, this one stands out as one of my favorites between getting to work with a leader like Jason, creating content centered around my favorite hometown team, and an opportunity to help launch a brand from scratch to benefit impactful non-profits in the city.
As the Lead Project Manager from REC, it also allowed me to work with a collection of really talented people across disciplines such as design, content creation, digital strategy, event production, and performing talent - all of which had an important role to pay in bringing the foundation and brand to life.
Process and Results:
Our first step was consulting Jason’s team on a roadmap to launch the Underdog brand and to create the artwork for the first line of products. Working with local artists Brunosky and the Avenue West team, we established the creative direction for the brand and the designs for a series of shirts, hats, and tote bags.
From there, we created a ton of photo and video content with the Eagles players and everyday Philadelphians to execute a roll out plan between the brand’s channels, Jason’s channels, and REC’s channels - leading to selling out of product within ~48hrs of the initial release.
The project culminated in a ~500 person event on the roof of Bok Bar featuring a speech from Jason, many Eagles in attendance, a pop-up “fashion show”, music from Snacktime, and Christian Crosby hosting a live auction of Eagles memorabilia. The event raised thousands for the foundation and garnered coverage from notable media outlets such as The New York Times, The Philadelphia Inquirer, PhillyMag, and CBS News.
Designs and Product Photography:
Promotional Reels:
Launch Event at Bok Bar:
