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Under Armour Football Regional Camps
Camp Series
Social Strategy and Execution
Every spring and summer, Under Armour hosts regional football camps for middle and high school athletes to showcase their skills for a chance at being invited to premiere showcases and events. I led the content capture and output strategy at five selected camp locations in 2024 (Atlanta, Dallas, Los Angeles, Charlotte, and Baltimore) in collaboration with athletes and external partners. I also led the content capture and output strategy for Ray Lewis and Sam Gordon camps in 2022 and 2023. Player profiles, camp recaps, mic'd up and this or that questions were featured in the content. Below are social posts from the camps on @uafootball Instagram and @UnderArmour TikTok accounts.
Key stats/takeaways: There was increased brand partnership loyalty by collaborating on athlete gifting moments with @Icebox. Athletes, coaches, and brand partners collaborated on specific posts to increase audience reach. The highest performing post featured the no. 1 WR in the class of 2026, Chris Henry Jr., totaling 73K views.
