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2023 Candace Parker x Exhibit Select Grassroots Events
Project Type
Activation Recap
Date
December 2023
Location
New York, NY
Role
Regional Field Marketing Manager – Market Research, Event Strategy & Sales Support
For the Candace Parker Exhibit Select release, I led market research and collaborated with my NYC brand specialist team to engage the local community. The shoe, designed specifically for women’s feet, was the focus of our activation, with the goal to drive sales at DSG and gather valuable feedback. We partnered with Level Up Basketball in Long Island, bringing together 300 girls (ages 8-16) for a day of mini tournaments, a 3-point shooting contest, and free throw challenges. 100 girls received seeded pairs of the Candace Parker Exhibit Select, while others received a 20% off voucher for DSG.
My responsibilities included:
Strategy and budget management to maximize event impact
Creating and distributing a survey to gather insights on basketball preferences and shopping habits
Tracking sales through a curated discount code to measure post-event purchases
Results:
250 completed surveys and high levels of community engagement
55 in-store sales at the DSG Lake Grove location, driven by the 20% discount coupon redemption.
This activation successfully highlighted the Exhibit Select and connected adidas with the next generation of women athletes, driving both brand engagement and sales.
