EA SPORTS x soccerbible | ENDRICK editorial

+ concept
+ NARRATIVE FRAMEWORK
+ EDITORIAL DIRECTION & writing
+ BRANDED PARTNERSHIPS

objective / context

To introduce Endrick as a founding member of GEN / EA SPORTS, we developed a premium editorial in partnership with SoccerBible and New Balance that explored who he is beyond the pitch. The work highlighted Endrick not just as a rising football talent, but as a person shaped by the grounding forces around him: family, friends, faith, gaming….and two hyperactive pups.

The work reframed Endrick from rising talent to cultural figure — setting an early benchmark for how GEN / EA SPORTS shows up outside the arena.

outcomes

Generated 730K+ organic views across two TikTok posts, with additional engagement across Instagram and SoccerBible — pointing to a real appetite for personality-driven storytelling around one of the game’s next faces.

NARRATIVE FRAMEWORK

Designed as a cultural storytelling moment rather than a traditional athlete feature, the project centered on dual narratives of “Cold Focus” and “Bold Intimacy” — balancing Endrick’s aggressive on-field mentality with his quieter, more introspective nature away from the game.

Through long-form editorial writing and cinematic video vignettes, we created a body of work that positioned Endrick as part of a new generation of athletes navigating pressure, purpose, and visibility on their own terms.

The collaboration demonstrated how EA SPORTS can live at the intersection of sport, gaming, and culture — using storytelling craft and thoughtful distribution to deepen fan connection and reframe how audiences engage with next-gen athletes in moments beyond competition.