Case Study

Kind Energy Foundation

From merch concept to impact platform

What started as a nonprofit merchandise idea became a broader athlete-powered platform for giving, storytelling, partnerships, and community impact.

The Ask

The original opportunity was to create a nonprofit model connected to merchandise sales. But the larger strategic question was bigger than selling products:

How could we build a giving platform that felt authentic to the athlete, meaningful to the community, attractive to partners, and scalable beyond one campaign?

The Answer

The strategy was to use merchandise as an entry point and create a system where athletes could use their platforms, relationships, and personal values to activate campaigns, partner with aligned organizations, and build long-term community impact.

Impact at a Glance

207.3M

MEDIA IMPRESSIONS OVER TIME

2.6M

REACH IN 7 DAYS

$22K+

RAISED FOR SOCIAL IMPACT INITIATIVES

700

WINTER COATS DONATED TO CHILDREN

What I built

As Digital Marketing Specialist + Project Manager, I helped move the work from concept to execution by developing the structure, story, partnerships, and logistics needed to bring the initiative to life.

My work included:

Shaping the nonprofit concept and campaign strategy
Leading the brand design of the organization
Develop the story around athlete-led giving
Coordinating partnerships across athletes, designers, schools, vendors, nonprofit partners, and brand collaborators
Building logistics for youth design participation, merchandise creation, coat distribution, press, and campaign visibility
Supporting pitch materials for brand partners including Champion, Land’s End, and Salvation Army
Translating community care into public-facing storytelling, digital/social content, and partner-ready materials
Helping expand the platform beyond one athlete into a broader giving model

Signature Event

The Irie Project

The Irie Project became one of Kind Energy Foundation’s signature initiatives. It began as a collaboration between NFL player Billy Turner, a fashion designer named Duane Johnson, an art teacher, and second-grade students who created original artwork around a theme of positivity.

01
Community
Focused

02
Collaborative
Energy

03
Expert
Facilitation

Student designs were transformed into wearable art pieces centered around love and peace. Their designs were put on Champion sweatshirts and custom jackets gifted to Green Bay Packers players and members of the organization. The initiative later expanded into a winter coat donation effort supporting children and families in Green Bay and Minnesota.

Kindness 4 Covid

At the height of the COVID-19 pandemic, Kind Energy Foundation launched #Kindness4Covid, a social-impact campaign designed to turn everyday acts of kindness into direct relief. Community members were invited to share an act of kindness using the campaign hashtag, with the foundation pledging $1 toward COVID relief for every post.

$22k

Through merchandise sales, social engagement, and campaign pledges.

The campaign extended beyond social engagement through a limited-edition merchandise fundraiser, with proceeds supporting Feeding America, personal protective equipment for frontline workers, and financial assistance for families affected by the pandemic. By connecting storytelling, digital participation, and charitable giving, #Kindness4Covid transformed kindness from a message into measurable action—and earned coverage from the Green Bay Packers and Valley News Live.