levi rigters x tribe28
Turning a sports sponsorship into a meaningful brand activation around mental resilience and performance.
Project
Tribe28 is a recruitment agency specializing in the IT sector. As part of their brand positioning, the company sponsors Levi Rigters, one of the top athletes in professional kickboxing.
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The collaboration created an opportunity to explore how a recruitment company and a professional athlete could meaningfully connect their audiences and values.
challenge
The main challenge was to translate the partnership between Tribe28 and Levi Rigters into initiatives that felt authentic and relevant to the company’s audience.
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While Tribe28 operates in the IT and recruitment industry, Levi represents the world of professional sports. The question was how these two worlds could come together in a way that felt natural, meaningful and aligned with the company’s values.
Approach
Working as a social media manager within Tribe28, I explored different concepts to bridge the gap between professional sports and the corporate environment.
The key insight was that mental health is just as important as physical health.
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Levi Rigters represents the discipline and balance required to succeed as a top athlete, while professionals working in demanding industries such as IT face similar challenges when it comes to maintaining focus, resilience and balance in their daily lives.
This insight became the foundation for two initiatives designed to connect both worlds.
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Concept Development
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Brand Activation Strategy
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Internal Brand Engagement
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Event Organization Support
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Email copy writing & design
photo & film
going places
Execution
outcome
Internal Kickboxing Initiative
The first initiative focused on the internal team of Tribe28. We organized a kickboxing session with the team to emphasize the importance of both physical and mental well-being.
This initiative reflected the idea that the company practices the values it promotes, showing that performance, resilience and well-being are just as important within the workplace as they are in professional sports.
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College Tour Event in Utrecht
The second project was the development of a college tour event in Utrecht, where Levi Rigters shared his personal experiences with balancing professional success and personal well-being.
During the event, Levi spoke about discipline, humility and staying mentally strong while navigating both career and personal life.
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The goal was to inspire professionals by showing that the principles of focus, balance and resilience apply across different fields, whether in sports or in professional careers.
Both initiatives successfully translated the partnership between Tribe28 and Levi Rigters into meaningful experiences.
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The college tour event received very positive feedback from attendees, who were inspired by Levi’s story and the connection between mental resilience and professional growth.
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The initiatives helped strengthen Tribe28’s brand identity while creating an authentic link between the worlds of sports and professional development.