Emirates NBA Cup "Girls Trip"

Project Snapshot: For the Emirates NBA Cup, I led the strategy to spotlight authentic creator partnerships that celebrated inclusivity and diversity. This “Girls Trip” campaign tapped into a powerhouse lineup of female‑forward voices including non‑binary representation to showcase the game through a fresh lens and connect with audiences in meaningful ways. Positioned the NBA Cup as an inclusive experience, expanding reach beyond traditional basketball audiences. 

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• Talent Lineup: Curated creators who embody cultural relevance and diverse perspectives:​

• Execution: Oversaw creator experiences from Group Play to the Championship — including behind‑the‑scenes access, the red carpet tunnel, and interactive game moments.

• Impact: Delivered a campaign that authentically expanded the NBA Cup’s cultural footprint, reinforcing that basketball isn’t just for the boys, it’s for everyone.