Events
2025 Novo Dia Wellness prAna Sponsorship
Objective
Manage prAna’s year-long partnership with Novo Dia, an immersive wellness, art, and culinary experience rooted in the San Diego community. The partnership included pop-up activations at monthly Mornings at the Museum yoga classes and title sponsorship of the inaugural San Diego Wellness Week (30+ classes and experiences at The Museum of Contemporary Art, La Jolla).
Role
Led end-to-end event strategy and execution, including budget oversight, partner communications, and on-site activation management.
Strategy
Embed prAna into San Diego’s wellness ecosystem through recurring monthly touchpoints and a high-visibility presence during Wellness Week, activating studios, instructors, influencers, and experiential retail to build regional brand affinity.
Outcome
Strengthened regional brand awareness and deepened engagement at the San Diego Wellness Week event, which brought 350+ attendees, drove 175 Instagram mentions with 93K+ influencer reach, and generated $800+ in
on-site prAna product sales.
Spring 2025 The Good Loop prAna Sponsorship
Objective
Launch prAna’s new circularity strategy and engage within the community on sustainability values, through partnership with The Good Loop, a local organization founded by Makenzie Lowe that hosts a traveling eco-minded clothing swap.
Role
Led end-to-end event strategy and execution, including budget oversight, partner communications, and on-site activation management.
Strategy
Bring prAna’s circularity commitments to life through activating at a local regenerative organic farm, The Ecology Center, integrating digital promotion, sponsoring a pre-event yoga class, and creating tactile brand experiences such as complimentary tote bags and donated F24 & S25 sample product.
Outcome
Produced prAna’s highest-performing event of the year, selling out (500 RSVPs; 350+ attendees) with only one week of promotion, outperforming social and SMS benchmarks, and diverting ~3K items from landfill while donating 500 gallons of clothing.
2025 The Surfrider Foundation Beach Clean Up
Objective
Develop a public-facing activation to mobilize employees and the local community around ocean protection and collective environmental impact, following the 2025 partnership launch with The Surfrider Foundation in alignment with prAna’s sustainability commitments.
Role
Led overarching nonprofit program strategy and end-to-end event planning and execution, including budget oversight, product seeding, partner communications, and on-site activation management.
Strategy
Reimagine a traditional beach clean-up into a relaxed, community-centered Saturday activation, featuring a values-led pop-up, mindfulness moment, and integrated digital promotion to drive participation and brand alignment.
Outcome
Mobilized a total of 251 volunteers for a record-breaking haul for the San Diego Surfrider Chapter, with 200 lbs of trash collected!
See full beach clean up results here.
