THIS IS A STORY ABOUT BALL.

Peloton teamed up with the NBA. Fitness is culture. A crossover that just made sense.

I led concepting, strategy and production across the NBA partnership and All-Star Weekend including a practice session with Chris Brickley, the most recognizable trainer in the game, to a live brand activation on the Celebrity Game floor where everyone from Druski to current and former pro athletes stepped onto the bike competing for their best output.

Off the floor, we built an experience around community — workout classes, after parties, creator moments, and real-time content with Peloton instructors.

More:
- Karl-Anthony Towns. On the tread. Unscripted. Exactly as fun as it sounds.
- Breanna Stewart. Sharing what moves her. A campaign that brings the energy.