[brand] Shoe Palace | ADIDAS
[role] Creative Director | Strategy | Producer | PhotographER
Copa America returned to the U.S. in the Summer of 2024, accelerating momentum toward the 2026 World Cup and igniting fan culture nationwide. Shoe Palace used the moment to enter the soccer space for the first time, commissioning a social-first visual campaign that spotlighted the tournament’s cultural significance, especially the heritage and energy of Latino supporters. Through intentional storytelling and retail-ready assets, we connected cultures and drove interest in soccer apparel across stores and online, establishing Shoe Palace as a credible new player in the category.
We transformed Shoe Palace Melrose into the neighborhood 'tiendita' (a traditional Latino market store). This pop-up activation brought to life the campaign, with a live DJ, a tattoo artist, branded totes and on-site custom jerseys for guests.
