“NFL and New Era had a huge sports-based relationship. However the streetwear and lifestyle part of this business was growing. I created a campaign to promote cold weather knits with a more streetwear vibe. NFL athletes, up-and-coming US musicians and influencers were featured, and I licensed the Billie Eilish track “ You Should See Me in a Crown” to give a slightly moodier feel to cut through the usual “up-and-at-em” of sports films.”