charlotte hornets x belk
Position Belk at the intersection of fashion and regional sports culture—leveraging the Charlotte Hornets partnership to expand reach among younger, community-driven audiences while reinforcing brand relevance within key Southeastern markets.
photo: jess wasson I styling: alison lewis
-
Position Belk at the intersection of fashion and regional sports culture—leveraging the Charlotte Hornets partnership to expand reach among younger, community-driven audiences while reinforcing brand relevance within key Southeastern markets.
-
Led strategic brand integration for the Charlotte Hornets x Belk partnership—aligning fashion direction, audience positioning, and visual identity across digital campaigns and in-arena environments.
sewing down south x belk spring ‘25
Belk and Sewing Down South share a deeply rooted Southeastern audience. Craig Conover’s long-standing Bravo platform and Charleston-based brand provided built-in cultural equity within Belk’s primary markets—creating a strategic bridge between heritage retail scale and contemporary Southern lifestyle.
photo: jess wasson I styling: alison lewis
-
Designed and led a cross-brand integration strategy aligning Belk’s private label portfolio with Sewing Down South—leveraging Craig Conover’s decade-long Bravo presence within Belk’s core Southeastern footprint to expand cultural relevance, strengthen regional brand affinity, and drive multi-category growth.
-
Directed multi-channel integration across campaign, digital, social, email, and in-store environments—ensuring cohesive brand presentation and scalable asset deployment across Belk’s Southeastern footprint.
Delivered enterprise-level campaign assets supporting cross-category distribution, private label participation, and sustained partnership visibility.
sewing down south x belk holiday ‘25
Holiday ’25 marked the expansion phase of the Sewing Down South x Belk partnership—scaling integration across additional families of business to drive increased category participation and peak-season revenue impact.
photo: jess wasson I styling: alison lewis
-
Expanded the cross-brand integration strategy to incorporate additional families of business—including pet—while evolving graphic storytelling and holiday gifting assortments to drive increased category participation and seasonal revenue impact.
-
Led brand alignment for the Holiday ’25 Sewing Down South x Belk collaboration—partnering with private brand design to integrate expanded seasonal assortments, including pet and enhanced gifting categories.
Drove cohesive storytelling and execution across in-store, social, digital, and pop-up retail environments—maximizing partnership visibility, cross-category sell-through, and cultural relevance during peak holiday trading.
