Ahead of the biggest moment in global soccer, Carter’s teamed up with Umbro to introduce the game to its youngest fans through a limited-edition collection inspired by eight legendary football nations.

I led earned media strategy for the partnership, positioning the collaboration around the next generation of soccer fandom and finding ways for Carter’s to authentically enter the sports conversation while staying rooted in what the brand knows best: childhood.

That led me to concept and execute The World’s Smallest Press Conference, putting a kid-sized spin on one of sports’ most familiar rituals. We brought in two-time Olympic gold medalist and World Cup champion Briana Scurry, but instead of facing the usual sports press, she took questions from some of soccer’s smallest—and most unpredictable—reporters: kids.

The launch earned coverage across USA Today, Forbes, and Marketing Dive, extending Carter’s beyond traditional parenting and apparel media and into the broader sports and cultural conversation.