The partnership
OluKai's brand values are Aloha, Ohana, and Craftsmanship, and no event embodies them better than the Eddie Aikau Big Wave Invitational. OluKai committed to a 3-year partnership. The Eddie only runs when waves reach 40+ feet, about once every 6 years, and it ran in our first year.
My role
I led on-site and digital execution, including an 8-episode, 2-season YouTube series following athletes as they prepared. I collaboratively managed a 6-figure budget, 9 video and photographers, a production agency, a social media coordinator, and 6 internal employees.
Results
- OluKai's 4 most-watched social posts of 2024 and 2 most-watched in company history
- Most organically viewed YouTube series in company history
- Signed athletes rode with OluKai board branding
- Hosted a lifeguard and athlete community event at the opening ceremony
- Custom Eddie-inspired sandals gifted to every athlete; 50+ earned posts wearing product
- 3:1 ROI on total partnership value
