Charlotte Hornets

Building The premiere Franchise in the NBA

The Charlotte Hornets are one of the NBA’s most distinctive franchises, known for an iconic identity, passionate fanbase, and deep connection to the Carolinas. With a legacy that extends beyond basketball into culture, fashion, and community, the Hornets continue to build a brand unlike any other in sports.

Insight

Experience

Leading Brand Strategy & Creative for the Charlotte Hornets, this body of work reflects the collective effort to build the brand, create meaningful experiences, and bring ideas to life that drive both cultural relevance and business growth.

Created at Charlotte Hornets

Role: Senior Director, Brand Strategy & Creative

Protect the Hive turned the Hornets' return to the postseason into a citywide movement. More than a playoff campaign, it became the rallying cry that united fans, players, and the Carolinas behind one mission: defend home court. Through integrated advertising, PR, social, community activations, merchandise, and unforgettable game-day experiences, the campaign built momentum long before tip-off, delivering a sold-out Play-In game and widespread earned media.

Building the Buzz with ‘Protect the Hive’ Postseason Push.

Postseason Campaign

The campaign extended far beyond Spectrum Center through pep rallies, watch parties, social content, paid media and community activations, culminating with 19,444 shirts placed on every seat to turn a sold-out arena into a sea of Hornets colors.

19,698

fans packed the Hive for a Play-In win

ROAS from promoted media and 18.6x ROAS from programmatic campaigns

39.5x

local, regional & national media coverage

Earned

Dell Curry’s #30 Rises Forever in Charlotte.

DC-30 | Jersey Retirement

Dell Curry’s jersey retirement became more than a ceremony, it became a moment with reach far beyond Charlotte. Through DC-30 merchandise, commemorative collectibles, in-arena storytelling, alumni appearances and fan experiences, the Hornets created a celebration built to travel. Coverage from the NBA, ESPN, FOX Sports, the Associated Press and local media amplified the story nationally and globally, while social conversation carried #30 across feeds, fan communities and generations.

Fan-First Pricing

Hugo’s Hive Menu Made Game Day More Affordable.
And More Valuable.

To celebrate Spectrum Center’s 20th anniversary, the Hornets partnered with Levy to introduce Hugo’s Hive Menu, making five game-day favorites available for just $2 each. More than a value menu, it was a tangible expression of the organization’s fan-first commitment, designed to make the arena experience more accessible for every fan and family.

82,000+

items sold in 17 games

Net Promoter Score, reinforcing stronger fan satisfaction and perceived value

+29%

overall concession revenue

+3.7%

New Business and Renewals Campaign

Turning Hornets Momentum Into New Business.

Growing the Hornets fan base meant giving new audiences a reason to experience the Hive firsthand. With contributions from players, fans and voices across the organization, an integrated campaign turned excitement into action, driving new business ticket sales while building deeper connections with the next generation of Hornets fans.