The McDonald’s All American Games brings the nation’s brightest high school basketball stars together—East vs. West—on a stage where hype meets heritage. The inaugural Games, played at The Spectrum in Philadelphia in front of 13,000 fans, set the standard for high school hoops.

From the start, the Games paired athletic excellence with purpose, partnering with Ronald McDonald House Charities to give players a chance to contribute to something bigger than themselves.

Forty-five years later, the Games remain the pinnacle of high school basketball, ushering each new class of athletes into a club of legends—Magic, Jordan, Kobe, Shaq, LeBron, Candace, A’ja—who wore the iconic Golden Arches. The McDonald’s All American court is where young stars earn their status, stepping onto the same floor as history and leaving their mark on a legacy no one can take away.

McDonald’s All American Games

Redefining high school basketball as a premier cultural and experiential platform

Creative Direction for the Program since 2022 – Present:

Under my leadership from 2022 to 2026, the McDonald’s All American Games have evolved from a high school basketball showcase into the most prestigious cultural and experiential program for high school basketball. By blending immersive in-person activations, AR innovation, legacy storytelling, and multi-platform social amplification, McDAAG has become a globally recognized platform that inspires athletes, engages fans, and delivers measurable impact across social, broadcast, and experiential channels. This program exemplifies sustained creative vision, strategic leadership, and the ability to execute world-class experiences at scale.

OBJECTIVE

The McDonald’s All American Games have been the pinnacle of U.S. high school basketball since 1977, celebrating the country’s top athletes while serving as a cultural touchstone for youth sports. Thousands of future collegiate and professional stars have competed on this stage, making it a critical milestone in basketball culture.

Since 2022, my leadership has driven the full Games Week ecosystem, transforming the event into a sophisticated, multi-layered experiential platform that merges sport, culture, and digital innovation. The mission: elevate the McDAAG brand, engage national audiences, and create award-winning experiences that honor the legacy of the games through athletes, alumni, and fans alike.

STRATEGIC PLATFORM

Cultural Leadership: Position McDAAG as more than a sports event — a convergence of music, culture, and youth influence.
Experiential Innovation: Introduce interactive, AR-enabled arenas and gamified activations to engage both live and digital audiences.
Legacy Storytelling: Celebrate alumni and rising athletes to strengthen program history, mentorship, and long-term cultural impact.
Integrated Amplification: Drive measurable social, broadcast, and earned media results through holistic content and fan-first activations.

CORE EXPERIENCES

Halftime Show Production:
Curated immersive, music-driven performances with surprise activations to drive ticket sales, energize arenas and create shareable social content.

Player Celebration and Legacy Programming:
Private induction ceremonies honored athletes with keepsakes and class rings while strengthening alumni engagement and mentorship opportunities by tapping into the rich legacy of the brand and its rich alumni roster.

Arena and Fan Activations:
Interactive fan lounges, social walls, photo opportunities, sponsor activations, and AR hoops drove participation, UGC, and cultural engagement.

Merchandise and Brand Integration:
Limited-edition merchandise, Exclusive Collabs and Artist partnerships, class keepsakes, and co-branded experiences strengthened loyalty and extended McDAAG’s cultural footprint.

RESULTS AND IMPACT

Cultural Leadership

Positioned McDAAG as the premier high school basketball and cultural experience.
Drove hundreds of millions of social impressions, viral content, and trending conversations.
Broadcast partnerships delivered double-digit year-over-year viewership growth.

Fan and Player Engagement

AR-enabled arenas, immersive activations, and curated experiences increased participation and social amplification.
Legacy storytelling reinforced program history and alumni connections.

Industry Recognition

Adweek Experiential Awards 2023: Best Consumer Activation
Shorty Awards 2023: Event & Experiential Finalist
Shorty Awards 2024: Gold Honor in Community Management
EXECUTION HIGHLIGHTS
2022 — Return to Live Excellence
- Oversaw in-person Games Week including Jam Fest, Halftime Show Production, and Player Induction Ceremony, and competitions broadcast on ESPN and ESPN2.
- Designed immersive fan experiences, interactive signage, and digital storytelling highlighting emerging talent.
2023 — AR Innovation and Cultural Integration
- Introduced AR-enabled hoops, creating a first-of-its-kind digital interaction in-arena for fans.
- Produced high-energy halftime shows with Lil Yachty and BIA, combining music, theatrical production, and social media content capture.
- Executed legacy player inductions, distributing keepsakes, class rings, and memorabilia to celebrate athlete achievements.
- Delivered 478 million organic social impressions, four of the top eight trending Twitter hashtags, viral TikTok content exceeding one million views, and broadcast growth of 64% for the Boys Game and 36% for the Girls Game.
- Recognized with Adweek Experiential Awards 2023 and Shorty Awards finalist for Event & Experiential innovation.
2024 — Expanding Digital & Cultural Footprint
- Amplified fan engagement through player-driven content, immersive arenas, and social lounges.
- Achieved approximately 5 million social impressions, +116% Instagram engagement YoY, and 30,000 new followers.
- Further integrated cultural storytelling and digital innovation, solidifying McDAAG as both a sporting and pop-cultural platform.
- Awarded Shorty Awards 2024: Gold Honor in Community Management.
2025–2026 — Scaling Legacy and Global Influence
- Continued to expand immersive fan activations, digital content, and interactive AR experiences across key markets.
- Deepened alumni and player engagement through exclusive legacy programs and mentorship initiatives.
- Integrated multi-channel content strategies to drive global reach, cultural resonance, and measurable business impact.