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

$22K+

700

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

  • Develop the story around athlete-led giving

  • Coordinating partnerships across athletes, designers, schools, 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 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
Intentional
Structure

02
Collaborative
Energy

03
Expert
Facilitation

Those student designs were transformed into wearable art pieces, including 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.