ISSEY KYSON

Client: Issey Kyson
Profile: Teenage athlete, Nike Ambassador & changemaker
Workstream: Thought leadership, media strategy, event & launch communications

Overview:

Issey Kyson’s story sits at the intersection of sport, culture, and social impact. This project focused on shaping her mission into a clear, high-profile narrative. Translating that narrative into sustained media attention and long-term audience engagement.

The Challenge:

Position Issey’s mission as a compelling, high-profile story across sport, culture, and mainstream media, maximising resonance, relevance, and real-world impact.

My Approach:

Narrative strategy & positioning
I shaped Issey’s narrative and positioned her story for maximum reach across diverse media landscapes, ensuring her message was consistent, distinctive, and adaptable across formats (broadcast, print, digital, and social).

Documentary launch & live platform building
I managed all aspects of her documentary launch event in partnership with Sports Direct, Youth Sport Trust and Nike Kids, including the media guest list, social media team, and planning of a high-profile panel discussion featuring:

• Ali Oliver MBE (Chief Executive, Youth Sport Trust)

• Dr Natalie Brown (Women’s Health Expert)

• Suzy Levy MBE (Chair, Women’s Sport Trust)

• Kate Thornton-Bousfield (CEO, Association of PE)

• Anna Kessel MBE (Women’s sports writer & campaigner)

Sustained media outreach
I executed an ongoing media relations programme designed not just for spikes of coverage, but to build an extended conversation that kept Issey’s mission visible and culturally relevant.

Results:

• 55 pieces of coverage

• 86M total media reach

• 5.5M estimated coverage views

Impact:

This campaign elevated Issey’s profile as a credible young leader. Expanding her visibility beyond sport into broader cultural and mainstream media, while creating a platform for continued engagement around her mission.