Title 9 Sports | Editorial & Content Direction
The role
Title 9 brought me onboard as their first ever Editorial Content Manager to build a team of storytellers that would amplify the work of entrepreneurs, athletes, activists, and of course — outdoor performance apparel. Managing a team of 3 — a copywriter, a social media specialist, and a senior PR and community specialist — I concepted, presented, calendared, and coached each team member to deliver on omni-channel stories and campaigns brought to life by short-form video, longform articles, punchy copy, and PR collaboration.
Skorts, technical bottoms, and swimsuits
Ready to fight for women’s rights
I collaborated with the Creative Director and CMO to push T9’s existing brand voice to invite community amongst mothers of young children, women entrepreneurs, and activists. In a pivotal year (yeah, we’re definitely talking about the Dobbs Decision here), we made it our mission to remind women just how powerful we are when we come together to fight for our rights.
I wrote manifesto copy for each of our main apparel categories —
rally cries about being difficult women leading grassroots charges. And about skorts.
Let’s get it going:
Video content
T9 has always had a clear point of view with product, words, and actions. What was missing? Video. With women entrepreneurs, model athletes, and nonprofit leaders charging through our office and our brand on the regular, we had easy access to getting these movers and makers on camera. So I made it happen. Huge kudos to the creative team at T9 for supporting this editorial initiative!
Spotlight on Jen Loofbourrow, founder of Alpine Fit.
Behind the Scenes with Color the Water, led by Lizelle Jackson.
T9 Interview with Cassie Abel and Corinne Prevot.
Production team: Jen Caudill, Juliann Larese, Casey Nelson, Zoe Gutterman
Omni-Channel Ad Campaigns
Our in-house creative team delivered omn-channel ad campaigns for two of T9’s biggest product buys: The Crash Tight with Polartec and the Wahine Swim Short. As Editorial Lead, I crafted internal-facing concept language, external manifesto copy, storyboarding copy, campaign headlines, key message hierarchy, and technical bullet points that would funnel into digital, print and Connect TV channels.
Crash Tights V1 video ad, developed in-house with T9 Creative Team. On-location video shot in Alaska, produced by LOCAL Studio out of Salt Lake City.
Really stoked about this one
We created a resource center for reproductive freedom. Because abortion is healthcare.
And we totally overhauled social
Focusing on Instagram, which is where She spends her time, we pulled in all that video, got up close and personal with our athletes, shined on our ambassadors, and really just had a whole lotta fun.
The win? Exponential engagement and a whopping 20% growth in followers within implementation.
