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The Men's Shop Influencer Activation | Fall '23 + Spring '24
Project Type
Influencer Partnership, NIL, Integrated Marketing, Brand Awareness, Cultural Relevance, Social Media Content Collaboration
Date
Fall 2023, Spring 2024
Role
Brand Strategy, Talent Identification, Roster Building, Influencer Briefing, Content Review, Implementation, Contracts and Legal Review, FTC Compliance, Social Media Integration, Channel Activation, Agency Management, Analytics and Reporting, Executive Pitch
Client
Bath & Body Works, melt
Influencer & Athlete Partnerships: Driving Brand Awareness Through Sports + NIL Strategy
Category: Influencer Marketing, Athlete Partnerships, NIL Talent Strategy, Brand Awareness
Client: Bath & Body Works, Influential (partial)
The Brief:
To elevate brand visibility in the men’s personal care space, we set out to create a culturally relevant influencer program that tapped into the trust, reach and resonance of professional athletes and emerging NIL talent.
The Approach:
I led the talent strategy and partnership execution to run in parallel with our multi-city sports-focused pop-up experience — aligning the brand with high-profile athletes who embody performance, confidence and modern masculinity.
We collaborated with elite athletes like Christian McCaffrey, Justin Jefferson, Tyrese Haliburton and Nick Bosa, alongside a curated roster of NIL talent to build deeper engagement with Gen Z and college sports audiences. Each partnership was designed to feel personal, credible and aligned with the brand’s mission — whether through on-site appearances, exclusive social content or co-branded storytelling.
The Results:
Generated over 7.5 million impressions through athlete-driven content and amplification
Strengthened brand credibility and awareness across sports, fitness and lifestyle audiences
Created highly shareable, performance-driven content that blended influence with authenticity
Contributed to the brand’s recognition as #1 in male cosmetics globally by Time Magazine
