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A brief synopsis of the project
In collaboration with Iris Worldwide, I produced the NYC edition of Adidas’ “Be The Difference” tour—an immersive brand experience built around street soccer culture and youth engagement. Held over multiple days, the event combined open play, tournaments, and influencer moments, anchored by a marquee appearance from players of Chelsea Football Club. I oversaw all logistics from site build to programming, ensuring a high-energy environment that felt authentic to the brand and the sport.
The biggest challenge was managing the timing and security around the international athlete appearance while keeping the tournament play flowing smoothly. Through tightly coordinated scheduling and day-of-show support, we delivered an event that not only packed the venue but reached a broad digital audience as part of Adidas’ global campaign.
- Location New York City
- Category automotive
- Role Executive Producer
- Date(s) 2015