THIS IS A STORY ABOUT BALL.

Peloton and the NBA. Fitness and culture. A crossover that made sense before anyone had to explain why.

I led concepting, strategy and production across the full NBA All-Star Weekend activation — from a partnership with Chris Brickley, the most recognizable trainer in the game, to a live brand presence on the Celebrity Game floor where everyone from Druski to current and former NBA and WNBA athletes stepped onto the bike to put up their best number.

Off the floor, we built a weekend around community — workout classes, DJ sets, creator moments, and real-time content with Peloton instructors on the ground.

We also produced a Karl-Anthony Towns spot riffing on "Never Have I Ever" — on the tread, unscripted, exactly as fun as it sounds. And as part of the Moved By series, a campaign with Breanna Stewart that brought the same energy into long-form brand storytelling.

Basketball is already a fitness culture. We just showcased where we fit in.