Citations

References (APA 7th Edition)
Business of Fashion & McKinsey & Company. (2024). The state of fashion 2024. https://www.businessoffashion.com
Complex Networks. (2024). Complex audience & media kit 2024. https://complexnetworks.com/advertising
DICK’S Sporting Goods, Inc. (2025). Annual report 2025. https://investors.dicks.com
Eventbrite. (2023). The experience economy report. https://www.eventbrite.com
Foot Locker, Inc. (2025). Corporate overview and brand portfolio. https://www.footlocker-inc.com
GOAT Group. (2024). The state of sneaker resale 2024. https://www.goat.com/news/sneaker-resale-report-2024
Hypebeast. (2025). Experiential retail and the Gen Z consumer. https://hypebeast.com/2025/1/experiential-retail-gen-z
Morning Consult. (2024). The state of Gen Z 2024: Values, behavior and brand expectations. https://morningconsult.com/gen-z-report-2024
Nielsen. (2024). Gen Z and brand authenticity: What drives loyalty in 2024. https://www.nielsen.com
Porter, M. E., & Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1–2), 62–77.
PwC. (2024). Global consumer insights survey 2024. https://www.pwc.com
StockX. (2024). StockX 2024 sneaker market annual report. https://stockx.com/news/2024-annual-report
USC Annenberg School for Communication and Journalism. (2026). Spring 2026 comprehensive exam project information. University of Southern California.

AI Disclosure Statement:

This project incorporated the use of generative artificial intelligence (AI) tools as supplementary aids during the research, ideation, and content development process. AI tools were used to support brainstorming, refine written language, and generate visual mockups for conceptual campaign materials.

Tools Used:
Claude (Anthropic)
ChatGPT and DALL·E (OpenAI)

Scope of Use:
AI tools were used in the following ways:
Assisting with idea generation and creative exploration
Providing structural and editorial feedback on written content
Supporting the development of visual concepts and mockups for campaign executions

Sample Prompts Used:

Claude Prompts:
“Go through my comp exam instructions and cross-check my website to see what I’m missing, what can be improved, and what your honest assessment of this would be.”

ChatGPT Prompts:
“Generate a black-and-white, grainy campaign image of a sneaker truck activation with Foot Locker branding.”
“Create a social media launch teaser visual focused on movement and exclusivity.”
“Help me name a mobile sneaker activation concept that feels culturally relevant and rooted in ‘drop’ culture.”