Recognizing that the running community was largely underrepresented in the emoji ecosystem, we identified an opportunity for Fleet Feet Sports to engage runners in a culturally relevant and unexpected way. The idea was simple but powerful: create a custom emoji keyboard that authentically reflected the diverse experiences, emotions, and moments of the running lifestyle, allowing the brand to connect with consumers on a more personal, everyday level.

I helped lead the creative vision and execution for the project, designing and building a fully branded emoji keyboard app that blended utility, personality, and brand storytelling. Launched without any paid media support, the app achieved approximately 27,000 downloads within the first 90 days, demonstrating strong organic interest and shareability. The campaign also generated significant earned media coverage, totaling 17,984,313 impressions, and positioned Fleet Feet Sports as an innovative, community-first brand willing to meet its audience where culture and conversation live.