Amika x LA 2028
Positioning Amika as the performance-ready haircare partner of the first female majority Olympic Games.
Project Type: Brand Partnership & Activation Strategy
Timeline: Spring 2026
Role: Independent Strategic Concept
Performance Ready Hair
I developed a campaign positioning Amika as the official haircare companion for athletes before, during, and after competition. The goal was to make haircare feel like part of an athlete's preparation ritual while creating opportunities for consumers to participate in the experience from home.
My goal was to identify a brand whose values naturally aligned with the cultural themes surrounding the upcoming Olympics and create an integrated marketing activation that extended far beyond traditional sponsorship.
I selected Amika because of its strong emphasis on inclusivity, sustainability, and self-expression, all of which align with the values of LA 2028.
Why Amika for LA 2028?
American Identity
As an American company, Amika has the opportunity to connect with heightened national pride surrounding the home Olympics.
Inclusive Beauty
Amika's "All Hair Is Welcome" philosophy naturally supports a global audience of different hair textures, identities, and backgrounds.
Female-Forward Positioning
LA 2028 will be the first female-majority Olympic Games, creating a unique opportunity for a women-focused beauty brand.
Sustainability
Amika's Climate Neutral Certified practices align with LA 2028's sustainability initiatives.
Key Touch Points for Activation
Athlete Partnerships
Female Olympic ambassador collaborations
Pre-competition routines
Team USA product kits
Social Media
"Get Ready With Me" athlete content
Olympic Village unboxings
Medal moment reactions
Exclusive promo codes
Experiential Marketing
Pop-up Olympic Hair Bars
Athlete refresh lounges
Interactive photo opportunities
Experiential Marketing
Limited-edition LA 2028 products
Red, white, and blue colored packaging (example to the left)
Olympic gift-with-purchase experiences
In-store Olympic displays
Personal Perspective
As someone who grew up with textured and curly hair, representation in beauty products has always been important to me. It wasn’t until I found Amika that I felt a beauty company had fully covered all aspects of haircare. Giving multiple options for textured hair to choose from, and not just one token product.
This project challenged me to think beyond sponsorships and instead build an activation rooted in inclusivity, identity, and consumer experience.
It also reinforced something I care deeply about: brands become more powerful when consumers can genuinely see themselves reflected in them.