In collaboration with New Balance, atmos created an unparalleled shopping experience at our Georgetown store, known as the NBSE(Embassy), the New Balance Shopping Experience.

Inspired by the rich history and influence that Washington DC has with the New Balance brand since the late 1980s, this semi-permanent partnership, dubbed “The Embassy,” features exclusive New Balance apparel, footwear, and serves as a home for community activations and events.

In my role as the lead strategist and curator for the project, I developed a comprehensive omni go-to-market and brand strategy, collaborating with an agency partner to enhance storytelling through video and editorial. Over 7 months, I curated a diverse range of activations within the space, featuring a launch weekend, community partnerships, pop-up shops, product launches, and more. Additionally, I managed content and social media initiatives, created seeding kits for local influencers, and organized/managed a production budget for the 7-month-long launch activation.