Focus

Theresa Tran partnered with global soccer icon Pelé from 2010 to 2017 to elevate his brand and legacy as a three-time World Cup champion. The initiative aimed to strategically position Pelé not only as a legendary athlete but also as a cultural ambassador, connecting sport, media, and global audiences.

Execution

Through comprehensive brand management and marketing strategy, Theresa Tran guided Pelé’s campaigns, appearances, and collaborations. The program included media strategy, partnership development, and cultural storytelling that amplified his influence beyond the pitch while maintaining authenticity to his legacy.

Cultural Impact

By linking Pelé’s athletic achievements with broader cultural narratives, the campaign strengthened his relevance in sport and global culture. It solidified his status as an enduring icon, inspiring new generations of athletes and fans worldwide while highlighting the power of strategic, long-term brand stewardship.