TORONTO CARIBBEAN CARNIVAL, NORTH AMERICA’S LARGEST FESTIVAL AND CELEBRATION OF CARIBBEAN INDEPENDENCE, IS A TENET OF THE CITY’S CULTURAL LANDSCAPE.
STARTING IN 2022, ADIDAS CANADA POSITIONED THEMSELVES TO JOIN THE CELEBRATION, AND LAUNCHED A MULTI-YEAR BRAND STORYTELLING PLATFORM, “MAS NATION,” CENTERED AROUND EMBRACING THE VIBRANCE OF CARNIVAL AND EMPHATICALLY MAKING A STATEMENT.
SINCE ADIDAS’ FIRST YEAR ACTIVATING FOR TORONTO CARIBBEAN CARNIVAL, I’VE WORKED TO BUILD BRAND EXPERIENCES AND A COMMUNITY PRESENCE THAT HAVE ULTIMATELY SOLIDIFIED THE RELATIONSHIP BETWEEN ADIDAS AND THE ANNUAL CELEBRATION.
THROUGH MY WORK IN EXPERIENTIAL PRODUCTION AND COMMUNITY MARKETING OVER THE PAST THREE YEARS, I HAVE DEVELOPED CUSTOM SEEDING PACKAGES, BRANDED VENUE SPACES, AND PARTNERSHIPS WITH LOCAL PEOPLE, PLACES, AND SPACES OF INFLUENCE TO BUILD HYPE AND CREDIBILITY WITH A NEW AUDIENCE.
