UNION LOS ANGELES
UNION LOS ANGELES
Social Media & Brand Partnerships
Union Los Angeles is a renowned streetwear boutique in LA, owned by Chris Gibbs and Bephie Birkett Gibbs. It's celebrated for exclusive collaborations and a unique selection from top brands. One notable collaboration is the Union x Air Jordan 1 "Bephies Beauty Supply," inspired by a local cultural hub. This release, like others from Union, drew significant attention from sneaker enthusiasts and collectors, underscoring the boutique's influence in streetwear culture.
Objective
At Union, my project goals are to orchestrate a direct-to-consumer (DTC) social media strategy, integrating highly successful paid campaigns. Collaborating with partners like Jordan Brand, J.Crew, and Undefeated, I spearhead strategic collaboration releases. Managing a creative team, I ensured the execution of compelling content and messaging across platforms. Additionally, I establish comprehensive weekly and monthly reporting, delivering valuable insights on both paid and organic social media performance. Throughout, I collaborate directly with owner, Chris Gibbs while overseeing the social media team to achieve our goals.
Organic & Paid Social Strategy
Content Creation
Events
Influencer / Media Partnerships
Reporting
Accomplishments
Global Release of the Union Los Angeles x Bephies Beauty Supply x Jordan Brand
Air Jordan 1 Collection
Project
Chris Gibbs (co-owner of Union LA) and Beth Birkett Gibbs (founder of Bephies Beauty Supply and co-owner of Union LA) joined forces for a three-way collaboration, unveiling their love story to the world through a Jordan Brand collection titled 'Summer of '96'. The special shoe and clothing collection released on August 24, 2023 worldwide.
Goal
Union Los Angeles had already launched a series of Jordan Brand sneakers since 2018, however this special three-way collaboration required all identities to be represented in order encompass the love story between Union’s co-owners.
Results
Air Jordan 1 Collection
Project
Chris Gibbs (co-owner of Union LA) and Beth Birkett Gibbs (founder of Bephies Beauty Supply and co-owner of Union LA) joined forces for a three-way collaboration, unveiling their love story to the world through a Jordan Brand collection titled 'Summer of '96'. The special shoe and clothing collection released on August 24, 2023 worldwide.
Goal
Union Los Angeles had already launched a series of Jordan Brand sneakers since 2018, however this special three-way collaboration required all identities to be represented in order encompass the love story between Union’s co-owners.
Results
- Generated +3.7M organic impressions for the Union x BBS Jordan Brand global sneaker launch on Instagram and TikTok
- Gained +1.4K new Instagram followers within 5 days
- Drove over +8K engagements across all Instagram posts
Union Los Angeles x Sacramento Kings Shop Talk with Chris Gibbs, Ahmad Monk & Kevin Huerter
Project
Facilitated and organized a “Shop Talk” with the Sacramento Kings to host two star players at Union Los Angeles, where they met with owner Chris Gibbs to discuss branding and personal style.
Goal
We aimed to make the experience enjoyable for both Chris Gibbs and the Sacramento Kings players, leading to a meaningful conversation at the store. Kevin and Ahmad also allowed us to provide them with Union clothing and a memorable shopping moment.
Results
Facilitated and organized a “Shop Talk” with the Sacramento Kings to host two star players at Union Los Angeles, where they met with owner Chris Gibbs to discuss branding and personal style.
Goal
We aimed to make the experience enjoyable for both Chris Gibbs and the Sacramento Kings players, leading to a meaningful conversation at the store. Kevin and Ahmad also allowed us to provide them with Union clothing and a memorable shopping moment.
Results
- The duration of the shoot was a total of 2 hours and players shopped a total of $9,500 combined
- Following the shoot, an Instagram collaboration post between Union Los Angeles and the Sacramento Kings (+2.2m followers) was published and garnered over +4K engagements; 2xs higher than average.