For the launch of the New Balance MT580 atmos received an exclusive two-week lead time against competitors, allowing us to launch the product early and be the first to showcase it on the market. This was a big occasion as the MT580 had previously been exclusive to Japan, making this the first time the sneaker would be released on US soil.

To tell the story, we crafted a campaign, "From Tokyo to the World," to tell the story through editorial. In addition, we partnered with Richie Roxas, a well-known collector and curator of the world's largest and most exclusive New Balance collections, to discuss the history of the MT580 and his connection to the brand. To commemorate the launch, we hosted an #atmoscollectorsclub sneaker meet-up at our DC store location, which over 150 guests attended.

The event provided an opportunity for sneaker enthusiasts to show off their best New Balances and connect with others in the community. As part of the festivities, Richie Roxas showcased his rare New Balance MT580 collection and discussed his love for the brand with attendees.As the lead strategist for this launch, I oversaw all aspects of the campaign, including social media strategy, content creation, blog interviews, and e-marketing. I also planned and executed the in-person event, ensuring its success and making it a truly unforgettable experience.