Marvel x Ground Up

Miles Morales Sneaker Campaign

Marvel x Ground Up International x Kids Foot Locker

Overview
A social-first campaign positioning the Miles Morales sneakers as more than footwear — but as a symbol of resilience, courage, and self-expression.

Objective

To drive awareness, engagement, and brand visibility by connecting Marvel’s storytelling with a new generation of sneaker consumers.

Role – Creative Project Lead

I led the campaign from strategy through execution, overseeing:

• Social media strategy & content planning

• Photography + Videography

• Visual direction & storytelling

• Paid ad campaign management

• Model casting & creative alignment

• Press release writing & distribution

Creative Approach

The campaign centered on themes of identity, adventure, and heroism, translating the Miles Morales narrative into visually dynamic, platform-native content designed for social engagement.

Results / Impact

• +79.2% increase in Instagram viewership

• +152.4% increase in reach