As part of a group project, our team was tasked with selecting a brand to represent, which was Nespresso, and developing an international sponsorship campaign centered around a FIFA World Cup athlete. Given the assignment, I took the lead in identifying a timely and culturally relevant opportunity by leveraging the viral attention surrounding Jordan Henderson's post-match injury during the tournament. Following England's Round of 16 victory over Mexico, Henderson suffered a broken arm while celebrating with fans, creating a widely discussed moment across social media and sports news outlets. Although he had limited playing time during the World Cup, the incident significantly increased his visibility and public recognition.

I saw an opportunity to turn an unfortunate setback into a compelling marketing narrative centered on resilience, perseverance, and maintaining a positive outlook in the face of adversity. By proposing Jordan Henderson as Nespresso's sponsored athlete, I helped position the campaign around themes of overcoming challenges and staying energized through difficult moments, creating a unique and memorable connection between the athlete, the brand, and consumers.