Building Community

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Nike Los Angeles and West Coast Customs kitted out the BRS Van and took to the road for a Summer of Discovery in Los Angeles.  Nike has a history with VW vans, how the company started selling shoes and serving athletes in the 60's -- out of a VW Van.

Back then, Nike was named Blue Ribbon Sports.  This summer I hosted a series of run experiences to serve run communities across the city providing a gathering space for community leaders to bring together runners on the track, trails, beach and everywhere in between.

Check out the Summer of Discovery

Role: Van Manager, Event Co-Host

'Tracktion' was developed as part of a greater community initiative called LA Saves Track. LA Saves Track is a grassroots mission, spearheaded by community member Chloe Towns, to bring sport to youth in underserved communities, starting with LA High School.  

Tracktion  took place on a sunny Saturday in LA at a local city college track and athletes representing LA's run crews and community came out to race the 800m, 1500m or 3000m. Winners of each heat were awarded gift cards donated by Tracksmith Running. 

Tracktion scratched the surface of something that has yet to be developed within the LA Running Community, social and amateur track events.

Thanks to the group as a whole. we were able to donate a collective $1K to LA Saves Track. 

Role:  Race Director, Venue and Permits, Partnership management, Community Marketing

We work to establish relationships with places and people to share   their wisdom through movement and storytelling by designing experiences, sharing stories, and creating a diverse and inclusive community around a new and sustainable vision of life.

Curated weekend events to showcase all of the eco-diversity in a pair of trail runs, in Joshua Tree itself and Palm Desert and introduced participants to yoga, mindfulness guided meditations and the age-old practice of sound healing with harmonic sound frequencies.

Learn more about hiking and running retreats and experiences with Aire Libre Running

Role: Strategic Development, Event Logistics, Participant Experience Host, Marketing

The idea for Women Take the Bridge. was born in February 2021.  Darcy Budworth, founder of the unsanctioned race series, Take the Bridge had started the conversation about our next LA race and my initial reaction was, 'Lets wait until summer, as to not saturate the ever growing unsanctioned racing scene in LA.'  However a couple of days later, I gave her a call with a new idea.

The first Womens only (FTW) race, was born and we moved quickly in planning to align with arch Women's History Month. Women were often under represented when compared to males at TTB events, so it was time to re-write the narrative.

Open to FTW women, Women Take the Bridge brought out a record breaking amount of women with over 75% new to the race series. 

More about Take the Bridge

Role: Co-director, Volunteer Management, Ideation & creative review

The Last Mile Campaign was Strava's global campaign targeted towards runners who race.  The campaign played into the brands competitive side, and encouraged athletes to finish strong and finish fast to make the last mile of their half marathon or marathon their fastest mile split.  

To localize the campaign and own the last mile I partnered with a run club in Orange County to prepare for the OC Marathon and Half Marathon.  Leading up to the race we gave athletes the tools and information they needed to elevate their training using Strava and on race day supported the run crew and their friends to bring the HYPE at the last mile of the OC Half Marathon through a collaborative and branded cheer zone to remind runners to turn it up.

Role: Partnerships, Ideation, Activation, Brand Marketing