Thee Hottie Walk: Nike + Meg Thee Stallion | Q2 2024

Creative Direction for an exclusive event activation with Nike and Meg Thee Stallion as part of their wellness activation.

THE CHALLENGE: Creating a climatic wellness event to be a grand finale for a series of wellness events across multiple college campuses in Los Angeles with local fitness influencers. Part of the “Thee Hottie State of Mind” that the influencers were promoting, this grand finale needed to be a large scale event celebrating diverse visibility and confidence for the world to see, except it needed to be in a contained enviroment at the Los Angeles Memorial Coliseum with surprise guests Olympian Chloe Kim and none other than Meg herself doing a 5K walk with everyone.

As Creative Director I worked with a production team to concept the consumer journey and activation layout, from registration check in all the way through the walk itself. This included where the signage would go, how to navigate over 1,000 students through the space, where product giveaways and product trials would be setup, where the shareable photo moments would live, and what they were. Also came up with snack ideas to give participants a post-walk that aligned with Meg’s personal brand.

I oversaw art direction that included invite, signage (printed and digital) and product customization (t-shirts, snack bags, etc.). I also came up with the route entertainment as we had some of USC’s marching band and spirit teams provide extra energy to the walk.

A fun yet challenging project as the venue had to be changed a couple times. The venues had various restrictions, costs and scheduling conflicts so teams had to pivot in multiple situations to accommodate where things could be placed, noise restrictions, and consumer journey/floor plan based on venue. We also had to account for making things accessible and safe for a high caliber superstar like Megan. There was a huge turnout and everyone left excited. Many guests mentioned how much there was to do and loved all of the engagement points. Additionally, Meg was only supposed to pop in and say “hi” but she was having such a good time she stayed the whole time and took pictures with fans. Nike and Meg’s team were both happy. Nike referenced this as one of their best women’s activations of the year.