Nike x Chloe Kelly x London Youth Games

The challenge

Chloe Kelly and Nike partnered with London Youth Games to maximise the impact of Chloe Kelly’s appearance at an LYG event and secure wider awareness beyond the event itself.

What I did:

I collaborated with Nike, Chloe Kelly’s agent and media partners to amplify London Youth Games’ reach in the build up to the UEFA Women’s Euro 2022.

I identified that securing national media coverage would not only raise awareness of London Youth Games, but also position Chloe Kelly’s involvement as a powerful story about giving back.

I was responsible for generating national press coverage that highlighted both Chloe Kelly and London Youth Games.

I worked directly with a journalist to secure an exclusive interview with Chloe Kelly for the Daily Mail and MailOnline. I coordinated with Chloe Kelly’s agent and media team and ensured the interview positioned London Youth Games strongly. On the day, I supported set up of the interview, created supporting content for Instagram and coordinated merchandise giveaways and signed items to create an unforgettable experience for the young people attending.

I also produced content with Chloe Kelly on the day, including an Instagram Q&A and an in-person Q&A with young participants.

The results:

• The exclusive interview secured positive national coverage in the Daily Mail and MailOnline, reaching 2.7 million readers and significantly increasing awareness of London Youth Games.

• Gave young people the rare opportunity to meet and speak with a double-UEFA Women’s Championship winning Lionesses player.

• Increased engagement for London Youth Games by 295%.

• Reached 2.7 million readers through national press coverage.

• Strengthened Nike’s visibility as an exclusive sponsor.