XFL Football League

A fan-first professional football league with eight national teams, the XFL introduced innovative rules to reimagine spring football. Aired nationwide on FOX Sports, ESPN, and ABC, it brought fresh energy to the game through broadcast enhancements and immersive fan experiences.

WIP: Creative direction across the XFL League and its eight teams, overseeing brand execution, marketing campaigns, stadium branding, consumer products, and fan engagement across digital, social, and broadcast. National and local campaigns for rules release, team uniform reveal, and ticketing. Partnered with FOX Sports and ESPN to develop on-air promotions and media day shoots.

WIP: Creative direction spanned the full scope of league and team marketing—owning brand execution in the lead-up to kickoff and driving how the XFL showed up across campaigns, stadiums, digital platforms, broadcast, and social. From bold uniform reveals to ticketing pushes and rule innovation rollouts, the work was built to feel fast, modern, and unmistakably XFL. Partnered with FOX Sports and ESPN on on-air integrations, media day shoots, and in-game promos, while leading internal teams and agencies to deliver a consistent, high-energy presence across every channel.