Get It Girl

Marvin led the transformative initiative at Champion, introducing the brand's first-ever NIL ambassador program and establishing Saweetie as the inaugural Global Culture Consultant. He managed a dedicated team responsible for securing talent and negotiating agreements, maintaining robust relationships throughout the duration of these partnerships.

Marvin navigated the emerging NIL landscape skillfully, guiding Champion through the complexities of deal-making while ensuring compliance with regulations across more than 10 universities. He developed the "Get It Girl" campaign and content strategy, which cleverly leveraged the power of women’s collegiate athletics along with Saweetie's influence. This strategic move included a collaboration with ESPN during the 50th anniversary of Title IX, significantly boosting the campaign’s reach and impact.

The campaign dramatically increased Champion's visibility and relevance, resulting in over 4 billion organic and earned media impressions. It also drove a 26% lift in traffic to the women’s category pages and attracted 41% new consumers to Champion.com. Marvin's strategic foresight and execution not only propelled Champion forward as a leader in female empowerment but also set a benchmark for innovative marketing in sports apparel.

Client: Champion

Agencies: Noun, BBDO, Citizen Relations

Talent: Saweetie, Maya Brady, Logan Eggleston, Ziyah Holman, Alissa Pili, Norah Flatley, Morgan Lewis, Helena Sampaio, Sophia Hartwell, Natalie Chou, Destiny Martin, Nyla Jones, and Anna McClure