Khaby Lame
NBA Playoffs & All-Star Campaign

For the NBA Playoffs, I led the strategy to integrate global creator Khaby Lame into the campaign, curating his NBA All‑Star experience to maximize cultural impact and audience engagement. 

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• Talent Identification: Recognized Khaby Lame’s unique global appeal and alignment with NBA’s international audience.

• Negotiation & Contracting: Managed all partnership negotiations, securing terms that ensured brand alignment and creator authenticity.

• Curated Experience: Designed and executed Khaby’s NBA All‑Star journey from behind‑the‑scenes access to marquee event moments  positioning him as a relatable voice for fans worldwide.

• Execution: Oversaw creative integration across platforms, ensuring his content amplified the excitement of the Playoffs.

• Impact: Delivered a campaign that expanded NBA’s reach, strengthened international fan connections, and showcased the Playoffs through Khaby’s signature lens of humor and authenticity.