The Air Force “Red Tails” Uniform Campaign
Role
As Director of Digital Media, I led the campaign strategy for the Air Power Legacy Series: Red Tails uniform launch. I developed the content strategy, rollout plan, and coordinated all creative production between the Air Force base and our content team. I also captured the photography for the campaign and oversaw execution across all digital channels.
Challenge
The Air Power Legacy Series had become a proud tradition at Air Force, honoring iconic aircraft and Air Force heritage through specialty uniforms. For 2020, the design paid tribute to the Tuskegee Airmen, the "Red Tails," a group of pioneering Black pilots who made history during World War II. The challenge was to tell their story with depth, respect, and authenticity while generating excitement and engagement around the uniform release during a pandemic-affected season.
Actions
The campaign centered on authentic storytelling and a data-informed digital strategy that connected history, emotion, and commerce.
Conducted the photoshoot at Davis Airfield, named for Tuskegee Airman Gen. Benjamin O. Davis Jr., creating a powerful visual and narrative connection between the location and the uniforms.
Developed a phased rollout plan that included teaser content, a cinematic reveal video, and a dedicated microsite to guide fans deeper into the story and toward merchandise opportunities.
Built a content strategy that paired storytelling with commerce, including product photography, callouts to limited-edition gear, and cross-platform integrations that drove sales and donations for replica and game-worn jerseys and helmets.
Extended the campaign through game week with posters, wallpapers, and themed game-day coverage across all channels to maintain momentum and engagement.
After the campaign, coordinated a special visit with a former Tuskegee Airman who was presented with a Red Tails jersey on behalf of the superintendent and athletic director, closing the campaign with a meaningful human connection to its legacy.
Results
6M+ impressions across Twitter, Facebook, and Instagram
5,000 new followers and 60K+ engagements across platforms
60K+ microsite visits, the highest in program history
$220K+ in merchandise sales
$111K+ in donations from replica and game-worn jersey and helmet auctions
National media coverage from ESPN, CBS, Fox, Yahoo, SportsCenter, College GameDay, Gear Up, and Fox News
Impact
The Red Tails campaign transformed a uniform reveal into a purpose-driven digital storytelling experience that honored history while generating record-breaking engagement and revenue. By aligning emotional storytelling with a strategic content and commerce plan, the campaign connected fans to the legacy of the Tuskegee Airmen and demonstrated the power of authentic, mission-aligned digital marketing in collegiate athletics.
