A product and content activation commemorating and immortalizing two legends of the modern boxing era: Errol Spence Jr. and Terence Crawford. Portrait photography, montage video, a limited production of screen-printed fight posters, and the introduction of “The Archives” boxing memorabilia product category was all introduced in promotion of the historic matchup.

Click the photos before to be linked to various social posts throughout this campaign. 

For one of boxing’s biggest events of the year, I led the social content strategy for Everlast’s activation around Spence vs. Crawford. I developed and executed a full content rollout across platforms—scheduling posts, writing platform-specific copy, and ensuring real-time coverage that kept our audience engaged. I also spearheaded the influencer seeding strategy, getting product in the hands of key voices in the boxing community and beyond. To drive interactive engagement, I created digital scorecards for both influencers and followers to score the fight alongside the judges. In the lead-up to the fight, I collaborated closely with influencers to build buzz and anticipation across social, while managing community engagement to ensure Everlast was part of the conversation every step of the way.

Results

Objective:
Drive excitement and engagement around the historic Spence vs. Crawford fight through a multi-tiered content activation strategy.

Campaign Activations:

• Product Activation:
  Created and distributed 20 custom silk screen-printed posters via an Instagram giveaway to fuel community excitement and collect user-generated content.

• Athlete Activation:
  Produced and published exclusive behind-the-scenes photos and videos to build anticipation and drive engagement leading up to fight night.

• Influencer Activation:
  Shipped custom Spence vs. Crawford scorecards and Everlast merchandise to influencers, encouraging them to share content and score the fight live alongside the officials.

Results:

• +7,000 new followers

• 29,000 average likes per post

• 8.97% average engagement rate

• 2.8 million accounts reached

• 4 million total impressions

Influencer Content