City Connect

City Connect represented an opportunity to celebrate Wisconsin—not just Milwaukee. The challenge was ensuring fans across the state felt represented while launching one of the organization's largest brand initiatives in recent years.

People weren't buying a jersey.
They were buying an identity.

Instead of launching a jersey, we built a statewide cultural campaign.

My Role:

• Campaign Strategy

• Experiential Marketing

• Creator & Influencer Partnerships

• Artist Relations

• Retail Strategy

• Statewide Pop-up Tour

• Cross-functional Leadership

Campaign Architecture:

ART

Commissioned Wisconsin artists to make the campaign feel local—not corporate.

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CREATORS

Partnered with creators who represented every corner of the state.

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RETAIL

Turned launches into events instead of transactions.

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COMMUNITY

Expanded beyond Milwaukee through murals and local partners.

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EXPERIENCES

Created statewide pop-ups fans could participate in.

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PRODUCT

The jersey became the symbol of everything above—not the starting point.

The Results

200M+
Earned Media Impressions


$6M
Retail Revenue


Statewide
Pop-up Tour


National
Sneaker Media Coverage


100+
Creator Partnerships


1 Campaign
Thousands of community touchpoints

Lessons Learned

The strongest brand campaigns don't ask people to watch. They invite people to participate.

When communities see themselves reflected through artists, creators, retailers and local experiences, they don't become customers. They become advocates.

City Connect reinforced a belief I've carried throughout my career: brands grow faster when they become part of culture instead of interrupting it.

Whether that's through artists, creators, community partnerships, or retail experiences, the most successful campaigns give people something to belong to, not just something to buy.