EXECUTIVE SUMMARY
Led the uniform design, end-to-end brand strategy and integrated go-to-market execution of the inaugural Washington Nationals’ City Connect program in partnership with Nike and MLB—transforming a uniform launch into a high-impact, multi-year brand and revenue platform.
Delivered the highest-performing City Connect launch in MLB (2022), generating $1.8M+ in revenue and exceeding first-day sales benchmarks by 60%.
Case Study:
Nike City Connect
Execution Highlights
Execution Highlights
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“Here Comes the Bloom” teaser campaign
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Full digital takeover (web, email, app, social)
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Cinematic content reveal
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Influencer seeding and media outreach
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Experiential retail launch event
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Integration with the Cherry Blossom season
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Integration with National Cherry Blossom Festival
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Cross execution with Washington Wizards
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Ongoing in-park and promotional extensions
The Strategy
1. Build a Cultural Narrative, Not Just a Product
Anchored the campaign in Washington, D.C.’s Cherry Blossom identity—positioning the uniform as a symbol of the city rather than merchandise.
Result: Strong emotional resonance and broader audience appeal
2. Architect a Full-Funnel Launch
Developed a phased go-to-market strategy:
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Drip Campaign → Build anticipation and speculation
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Launch Moment → Drive peak awareness and conversion
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Sustainment → Extend engagement and revenue over multiple seasons
3. Align the Organization Around One Goal
Led cross-functional integration across:
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Creative (Internal, MLB, Nike, New Era, Stance)
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Marketing (Internal, MLB, Nike)
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Social (Internal, MLB, Nike)
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Retail & E-commerce
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Partnerships
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Ballpark Operations
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Communications
Ensured every touchpoint reinforced a single narrative and revenue objective.
4. Turn Retail into an Experience
Designed launch as a destination event:
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Experiential Team Store activation
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Influencer and media integration
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City-wide activations and partnerships
Created urgency, energy, and immediate conversion
The Opportunity
The City Connect program was designed to connect MLB teams to their local communities through culturally inspired uniforms.
For the Nationals, this created a high-stakes opportunity to:
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Define a distinct identity within a league-wide initiative
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Translate a design story into fan engagement and revenue growth
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Expand beyond core fans to reach tourism-driven audiences
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Align multiple stakeholders (Nike, MLB, Fanatics, Stance, internal teams)
City Connect 1.0
multi-department, full-scale, holistic launch
