US Olympic Track & Field Trials
June 2024 | Eugene, OR | Social Recap
Project Role
Full project management and event production of eight-day event
Massive brand build in America’s largest physical Olympic moment during the 2024 Olympic year
Large-scale brand build in three locations telling one wholistic Olympic brand story
Build a 360-omni channel plan charging an 8-day event of unique programming targeted to the dedicated runner
Lay the strategic groundwork and objectives for the project
External & internal communication, timing, and staffing
Project manage internal and external stakeholders adhering the deadlines and deliverables
Full management of $630k budget
Athlete involvement: Yared Nuguse, Joe Klecker, Alicia Monson, Lex Young, Leo Young, Ashley Jones and more
Ambassador involvement: Browyn Davies, Nicole Scruggs, Travis Ellison, and Delaney Nolin
Influencer involvement: @jaekicho, @lydialoo121, @benkielesinski, @sasha.mei, @nocontextxctrack
The Challenge
Use America’s biggest Olympic moment (Olympic Track & Field Trials) to convert the dedicated runner to On and elevate the accomplishments and personalities of On athletes.
The Strategy
Create interesting programming targeted at Gen Z and the dedicated runner with a stellar location and brand build. Build creative and thorough content plans with athletes and partners, creating hype for activations that extend beyond Eugene. Use proactive omni-channel tactics to get new and existing fans to Eugene and our activations, building the OAC fandom and long-term loyalty.
The Outcome
Quantitative Impact:
Increased awareness and consideration in target consumer (Gen Z, dedicated runner):
5303 total attendance, with 176k event impressions
3 million owned social reach
71k social engagement with 91% positive sentiment
Doubled local retail sales during event
10+ press hits including New York Times, Women’s Health, CITIUS MAG, Runner’s World, & Washington Post
654k Paid Media Target Impression with 100% audience penetration
90% to allocated budget
Qualitative Impact:
“On CRUSHED the trials!” -Runner’s World
“Out of all of the brands, Nike, Adidas, Brooks, you all have done the best.” - Event attendee via post-event survey
