Client: MLB Green x FOX Sports

Role: Team Lead

Summary: A messaging strategy and campaign designed to promote the Speedway Classic and highlight sustainability efforts prior to and during the event.

2024 FOX Sports University Campaign Competition: Awarded First Place

Full brief can be found at the bottom of the page

The Challenge

Create a messaging strategy and campaign to enhance the existing partnership of FOX Sports and MLB and raise awareness for sustainability efforts at the Speedway Classic, a specialty baseball game between the Cincinnati Reds and Atlanta Braves at the Bristol Motor Speedway this August.

In a survey with 133 respondents

86.5%

either strongly agreed or somewhat agreed with the statement, “Sustainability is important to me,”

however, only

58.6%

strongly agreed or somewhat agreed with the statement, “Sustainability in sports is important to me.”

OUR OBJECTIVE IS TO MAKE RECYCLING, CONSERVATION, AND CONSCIOUS CONSUMPTION JUST AS MUCH A PART OF THE GAME-DAY EXPERIENCE AS ROOTING FOR THE HOME TEAM.

Social Calendar

July 1 Promotional Email Flyer Mockup

July 2 Teaser Post Mockup

Green Police Visual Representation

Kristin Juszczyk is an NFL WAG to 49ers Fullback Kyle Juszczyk. Kristin has long enjoyed sewing together her outfits for her husband’s games, but she became an internet sensation in the 23-24 football season when she began crafting items, often customized puffer vests and jackets, for celebrities such as Simone Biles and Taylor Swift. Kristin now has her own NFL clothing line, OffSeason.

influencer Brief: Kristin juszczyk

Important info

Event: MLB Speedway Classic

Dates: August 1-2, 2025

Platforms: Meta, TikTok, Instagram Stories

Campaign Theme: Beyond Baseball

Campaign Pillars: Reduce, Reuse, Recycle

deliverables

key dates

  • July 1: Email blast & teaser go live

  • July 15–30: Upcycling content posted

  • August 1–2: Live coverage from the event & auction goes live

Kristin’s Role

Design custom upcycled pieces inspired by MLB and NASCAR iconography

Post event content across social platforms before and during the event

Create short tutorials on upcycling techniques for fans to try at home

Amplify the auction of her one-of-a-kind pieces

Creative direction

Visuals

Colorful stitching

Team patches

Dramatic transformations

Tone

Bold

Playful

Eco-conscious

Female-led

Style Cues

Retro sportswear

Garage-core

Street style meets couture

Suggested hashtags

#BeyondBaseball

#StyledByKristin

#MLBxNASCAR

#GreenIsTheNewBlack

#UpcyclewithKristin

full brief

Problem:

FOX Sports and MLB need a messaging strategy and campaign to enhance their existing partnership and raise awareness for sustainability efforts at the Speedway Classic, a special MLB game hosted at Bristol Motor Speedway, in August.

Facts:

In a survey with 133 respondents, 86.5% of respondents either strongly agreed or somewhat agreed with the statement, “Sustainability is important to me,” while only 58.6% strongly agreed or somewhat agreed with the statement, “Sustainability in sports is important to me.” Understanding that consumers care more about overall sustainability than sustainability in sports is crucial for sports organizations planning sustainability campaigns. The key takeaway from the research is the importance of mass awareness and the media presence of an organization, as most survey, interview, and focus group participants were unaware of MLB Green. To boost fan participation, fan awareness must be raised. 

Target Audience:

All ages of sports fans interested in viewing specialty games, fans who interact with MLB games, and Tennessee residents. 

Campaign Name:

Beyond Baseball. 

Big Picture:

Saving the environment goes “beyond” this one sustainability-focused game. Actionable ideas that engage fans in sustainability initiatives at the game but are also attainable in daily life were the focus of this campaign. With a mission to include as many age group audiences as possible, the campaign is centered around The Lorax, a beloved children’s book by Dr. Seuss turned major motion picture. The tactics for the Beyond Baseball campaign fall under three familiar pillars: reduce, reuse, and recycle. 

Objective:

Make recycling, conservation, and conscious consumption just as much a part of the game-day experience as rooting for the home team.