Marc Vincent Patrick

The Nike golf clubs equipment business was extremely volatile. Nike was not #1 and consumers tended to be very loyal to their favorite club brands. While Nike is known for constant innovation, we failed to achieve great success in golf club innovation that invited consumers to try new golf clubs or switch to the Nike brand from their credible favorites. However, Nike Golf was in reset mode and we saw an opportunity to ignite our golf business with a new focus on respecting the past, yet creating the future of golf by using best practices that had been used for sneaker launches. We unlocked a way to use a similar model that was used for sneaker launches to our launch of the new innovative Nike Vapor golf clubs.

Started with our focus on the consumer muse, the Modern Golf Athlete. These were the most influential consumers in the sport: younger and with a mindset that respected the game's traditions but was not afraid to try something new. They were also into style and very accustomed to sneaker launches. The key strategies included scarcity, influencers, media and e-commerce digital distribution, sport moments and brand communications. A limited supply of products was seeded to highly influential athletes, coaches and green grass golf shops for trial. A media event was created featuring Jimmy Fallon, Tiger Woods, and Rory McIlroy, along with the 2 athletes appearing on The Tonight Show with a fun product showcase and storytelling about the product technology. Immediately following the PR blitz from the show, we launched a select amount of clubs for sale at full price on nike.com, which sold out in 1 hour. Then we launched TV spots featuring the products during The Masters.

Led a digital conversation before the moment and went broad:

• 8.8MMDigital Views
• 18.6MMImpressions
• +12%Overall Engagements

The plant-based food landscape was rapidly growing more crowded with “healthier” meat alternatives and our consumer isn’t educated enough to distinguish between offerings. The meat industry is pushing back on plant-based meats, contributing to category confusion. Beyond Meat needed to clearly define the brand, educate why feeding a better future matters, demonstrate how Beyond Meat is different/better and inspire people to join the movement.

Created the "Go Beyond" campaign to not only lead the plant-based meat industry, but to transcend it as an essential and loved brand in pop culture. We created the following brand drivers:

• Lead with an ambassador-led movement
• Establish a connected digital ecosystem
• Enable accessible shopping experiences through restaurant partners as well as grocery stores.
• Create authentic local experiences
• Launch and drip tasty new food innovation relentlessly
• Amplify the story through a cadence of original elevated moments

First-ever cross-functional national brand campaign - "What If We All Go Beyond"

We were charged with launching Amazon Prime Video's original 11-year exclusive Thursday Night Football deal with the NFL and beginning the consumer journey as the brand ventured into live sports streaming.

Lead the brand’s end-to-end offense to acquire, engage, and retain consumers with a passion for live and on-demand sports-related programming and content around Thursday Night Football. Develop and launch the TNF brand identity, build brand awareness, and consumer journey. We launched the new TNF brand identity during the Super Bowl in Los Angeles in 2021, with a cross-functional plan that included grand activations, PR, influencer marketing, and the first-ever Amazon Prime Video Sports :30 Super Bowl TV spot titled "Football is Open."

Emmy Award-winning inaugural season garnered over 14 million viewers per game.