Campaign
The call
Vita Coco had never run an NIL campaign before, so the risk wasn't any single athlete, it was building a first move into a category with no in-house playbook. Rather than one athlete and one check, the campaign was built as a roster across five schools, so it read as a real presence in college sports, not a one-off.
Executed for the 2023 college football kickoff season. Sourced and managed a roster of athletes from Penn State, Ohio State, Wake Forest, Coastal Carolina, and Tennessee, coordinating talent deals, content direction, and campaign delivery across all schools.
