Partnerships Experience

My passions include showcasing product collections without boundaries and bringing a brand's DNA to life through meaningful influence and creative collaborations. 

With two decades of expertise in brand partnerships, I have led strategic collaborations that bring together fashion, music, entertainment, sport, and culture to drive brand impact and cultural relevance.

I have delivered global partnerships for some of the world’s most recognised brands, including adidas, Hendrick’s Gin, BACARDÍ, Y-3, The BRIT Awards, Soho House, Virgin Galactic, Umbro, Ballantine’s, i-D, The Guardian, Coda Music, Pepsi, Tuborg, Vodafone, JTI, and GlobalGathering. These partnerships have encompassed talent collaborations, music and fashion alliances, experiential marketing, and editorial storytelling, always rooted in authenticity, creativity, and commercial success.

Key Brand Partnerships & Collaborations

Fashion & Sportswear

adidas (Sportswear and Fashion)

While leading global communications at adidas Originals, I spearheaded campaigns for some of the most iconic designer collaborations in sportswear history:

• Y-3 (adidas x Yohji Yamamoto) – Led global PR and cultural strategy for adidas’ luxury sportswear collaboration with Yohji Yamamoto, ensuring top-tier fashion press, runway exposure, and cultural credibility.

• adidas by Raf Simons – Drove the global launch and storytelling for the now-iconic Ozweego sneaker, positioning it as a high-fashion streetwear staple.

• adidas by Rick Owens – Led press and cultural positioning for this avant-garde sportswear collaboration, driving its success in fashion and design circles.

• Porsche Design Sport by adidas – Managed global PR and marketing for the premium performance line, elevating adidas’ presence in the luxury sector.

• Y-3 Sport x i-D Magazine – Developed a brand partnership with i-D Magazine, aligning Y-3 Sport with fashion-forward editorial storytelling and exclusive content.

• Y-3 x Virgin Galactic – The campaign fused high fashion with space exploration, showcasing a groundbreaking spacewear collection through strategic media placements, social activations, and behind-the-scenes storytelling.

Hull City (Sportswear & Football)

As Head of Marketing & Communications at Hull City, I led the marketing and communications for the following key partnerships:

• Hull City x Umbro (Kit Launch & Crest Redesign) – Led award-winning kit launches, achieving a sell-out for the 19/20 season, and directed a fan and influencer-led club crest redesign that generated industry-leading engagement.

• Hull City x SportPesa (Official Betting Partner) – Managed Kenya trip communications strategy and campaign integration.

• Hull City x Premier League & EFL (Community & Growth) – Designed brand engagement initiatives, strengthening the club’s supporter base.

Music, Entertainment & Culture

Artist Partnerships

I have led artist partnerships across multiple industries, working directly with talent to create culturally resonant collaborations.

• Rudimental & Bipolar Sunshine – Distance – Wrote, recorded, released, mixed, mastered, and performed a new track live in just 12 hours before launching the track via BBC Radio 1.

• Toddla T & Roses Gabor – Pandora’s Box – Launched their track via a special SoundCloud app, with the first beat unlocked at launch and the rest gradually unlocked through social interactions (tweets/likes). Once unlocked, a remix competition followed. The track was released on Defected Records.

• Kele Okereke & Bobbie Gordon – Down Boy – Released their track via the world’s first 3D printed vinyl record store, with limited edition sleeves designed by Kate Moross. This was the first time a full-length track had ever been printed using 3D printing technology, with proceeds donated to Nordoff Robbins.

• Friendly Fires & AlunaGeorge – Your Drums, Your Love (Remix) – Partnership showcasing cross-genre collaboration.

• Joe Goddard & Jessie Ware – Night Light (Remix) – Collaborative remix release blending indie and electronic music styles.

• Mylo & Ronika – Dance (The Modern Way) – Bringing indie-electronic styles to mainstream culture.

• Sgt. Pepper’s Lonely Hearts Club Band (2012 refresh) – Sir Peter Blake – Reimagined Sgt. Pepper’s Lonely Hearts Club Band Album cover to celebrate his 80th Birthday in an exclusive artistic partnership.

• BACARDÍ and AlunaGeorge – Partnered for the new music video of "I Remember" where the collaboration fused music and brand storytelling with cutting-edge visuals and promotional strategies.GlobalGathering and Godskitchen

GlobalGathering

• Led JTI’s sponsorship and activation strategy for GlobalGathering, one of Europe’s biggest music festivals, collaborating with key brands such as Pepsi, Tuborg, and Vodafone to create immersive music experiences.

• The Do LaB – Created innovative festival activations leveraging live art installations and immersive experiences.

• Pepsi – Integrated brand activations and artist sponsorships to align Pepsi with cutting-edge music experiences.

• Tuborg – Blended the brand’s youthful energy with innovative festival environments and music acts.

• Vodafone – Amplified brand presence with mobile technology activations, including exclusive live streams.

Arena Host Partnerships

Led the marketing and communications for all GlobalGathering’s arena host partnerships, ensuring high-calibre brand alignment and artist curation across multiple electronic music genres:

• BBC Radio 1 – Exclusive partnerships for live broadcasts and headline performances.

• Carl Cox & Friends – Hosted by legendary DJ Carl Cox, this arena showcased global techno talent.

• Toolroom Knights – Curated by Mark Knight, this partnership elevated the house and tech-house scene.

• Hospitality (Hospital Records) – D&B specialist arena hosted by the iconic label Hospital Records.

• Godskitchen Boombox – The festival’s flagship trance stage featuring world-renowned artists.

• Metropolis & Wax:On – A pioneering bass music collaboration, bringing top UK talent to the festival.

• FWD>> & Rinse FM – Dedicated to UK garage, dubstep, and grime, with scene-defining performances.

Ballantine’s Whisky

• Ballantine’s x Boiler Room – Created exclusive live music events featuring international artists, elevating Ballantine’s presence in the music culture space.

• Ballantine’s Brasil x Fernando Volken Togni – Designed a visual and immersive brand experience celebrating local culture through art, music, and craftsmanship.

Wilderness Festival

• The Last Tuesday Society – Produced immersive performances blending alternative arts and eccentric creativity.

• Wilderness Festival x HeadSpace – Introduced guided meditation and well-being experiences within the festival setting.

BACARDÍ

BACARDÍ Beginnings

• Pioneering Music Collaborations: BACARDÍ Beginnings pushed the boundaries of music promotion by pairing established and emerging artists to create and release new tracks in innovative ways. Each collaboration explored a different method of engaging fans and amplifying the reach of new music.

• Breakthrough Music Releases:

  • Rudimental & Bipolar Sunshine: Created, recorded, mixed, mastered, and performed a brand-new track within just 12 hours before premiering it on BBC Radio 1.

  • Toddla T & Roses Gabor: Released their track through an interactive SoundCloud app, where social engagement (tweets/likes) gradually unlocked each beat. Once fully available, a remix competition was launched, and Toddla T later released the track on Defected Records.

  • Kele Okereke & Bobbie Gordon: Debuted their track via the world’s first 3D-printed vinyl record store, featuring limited-edition sleeves designed by Kate Moross. This marked the first-ever full-length track printed using 3D technology, with proceeds donated to Nordoff Robbins.

BACARDÍ Triangle

• A Once-in-a-Lifetime Music Experience: BACARDÍ created an unforgettable 3-day event, flying 1,862 fans, guests, celebrities, and competition winners to the heart of the Bermuda Triangle on three private jets from London, LA, and New York.

• An Iconic Line-Up in a Surreal Setting: The event culminated in a legendary music experience on a deserted island, six miles off the coast of Puerto Rico, featuring headline performances by Calvin Harris, Kendrick Lamar, and Ellie Goulding, creating an unprecedented fusion of music, travel, and brand storytelling.

  Other

• BACARDÍ x The BRITs – Delivered backstage artist experiences, music industry activations, and brand visibility at the UK’s biggest music event.

• BACARDÍ x Soho House – Developed premium cocktail menus, global member events, and exclusive brand activations.

• BACARDÍ x Coda Music (Wasserman Music) – Integrated emerging artists into brand campaigns and music-driven activations.

• Coda Music at The BRIT Awards – Hosted artist boat parties from the ceremony to after-parties.

• BACARDÍ x Tom Oxley – Sponsored music photographer Tom Oxley’s Royal Albert Hall exhibition, celebrating music and visual storytelling.

The Great Escape Festival x The Guardian

• Established The Guardian as the official media partner, producing exclusive music editorial, talent showcases, and cultural storytelling.

Hendrick’s Gin

• Hendrick’s Gin x Perlorian Brothers – Collaborated on a visually stunning art campaign, pushing the boundaries of brand storytelling.

• Hendrick’s Gin x Compulsory Films – Partnered for a bizarre, unexpected, and whimsical campaign, aligning with the brand’s unique identity.

• Hendrick’s Gin x Katz's Deli – Created tailored brand experiences celebrating creativity and culture.

• Hendrick’s Gin x Accidentally Wes Anderson – A partnership celebrating whimsical, visually rich storytelling through curated content and activations. This collaboration perfectly aligned with Hendrick’s eccentric aesthetic, bringing immersive, Wes Anderson-inspired photography and experiences to life.

Charity Partnerships

As part of my role, I have consistently championed social responsibility, leading impactful charity partnerships:

• Hendrick’s Gin x Project Seagrass – A unique sustainability initiative to preserve seagrass ecosystems.

• Mind x Hull City AFC – Led mental health awareness campaigns through football.

• WWF x Hull City AFC – Brokered a long-term partnership focused on environmental sustainability and animal welfare.

• Nordoff Robbins x BACARDÍ – Supported music therapy for people with life-limiting conditions.

Summary

From luxury fashion collaborations to music-driven brand platforms, I have built and activated partnerships that connect brands to culture, drive engagement, and deliver commercial success.

• Luxury & Sportswear Collaborations – adidas, Y-3, Rick Owens, Raf Simons, Porsche Design, Umbro.

• Global Music & Entertainment Partnerships – BACARDÍ x BRITs, Ballantine’s x Boiler Room, Coda Music.

• Artist & Talent-Led Campaigns – Rudimental, Toddla T, Kele Okereke, Friendly Fires, Joe Goddard.

• Cultural Media & Experiential Marketing – i-D, The Guardian, Virgin Galactic, Soho House.

• Charity Partnerships – Project Seagrass, Mind, WWF, Nordoff Robbins.