Portfolio
Greg Waters - Portfolio
Following please find a selection of brand partnerships and collaborations spearheaded and managed by lifestyle marketing professional, Greg Waters. Please note, this is not an exhaustive list of Greg’s creative marketing accomplishments. For additional examples of past projects, please get in touch here.
▪️ PRIORITY BICYCLES x JETTY ▪️
Overview:
Award-winning belt drive bicycle brand, Priority Bicycles, partnered with eco-conscious surf lifestyle brand, Jetty, for a limited-edition product capsule featuring a co-branded beach cruiser, t-shirt, and hooded sweatshirt. All items were sold direct via each brand’s website. Products were also available at the Jetty Flagship Store in Manahawkin, New Jersey.
Responsibilities:
Strategy | Project Management | Creative Direction | Copywriting | Website Merchandising | Social Media Content | Public Relations | Email Newsletter Design & Distribution | Product Seeding
▪️ PRIORITY BICYCLES x MONTAUK BREWING CO ▪️
Overview:
NYC-based Priority Bicycles teamed up with Montauk Brewing Co for a limited-edition beach cruiser in celebration of Montauk’s 10th Anniversary. The co-branded beach cruiser was used for a month-long giveaway that was promoted on-site at the Long Island brewery as well as via email and social media.
Responsibilities:
Strategy | Project Management | Creative Direction | Copywriting | Promotional Collateral | Social Media Content | Email Newsletter Design & Distribution
▪️ SHAKE SHACK x STAPLE PIGEON ▪️
Overview:
Iconic NYC burger chain, Shake Shack, partnered with world-renowned streetwear label, Staple Pigeon, for a limited-edition product capsule (t-shirt and sunglasses) and frozen custard concrete. The t-shirt and sunglasses were designed by Staple founder Jeff Ng (aka, Jeff Staple), and the dessert was a collaboration between Jeff and Shake Shack’s longtime culinary director, Mark Rosati. A special launch event was held during NYC Fashion Week at Shake Shack’s original location in Madison Square Park.
Responsibilities:
Strategy | Artist Relations | Project Management | Copywriting | Social Media Content | Public Relations | Event Planning & Execution | Budget Management
▪️ HAROLD HUNTER FOUNDATION x JOURNAL STANDARD ▪️
Overview:
The youth-focused non-profit, Harold Hunter Foundation, partnered with one of Japan’s top brands and retailers, Journal Standard, for a limited-edition release of t-shirts featuring classic Harold Hunter photos by Gunars Elmuts and artwork by Kevin Lyons. Proceeds from the charitable capsule collection were donated to HHF to further its mission of providing support, opportunity, and advocacy for NYC skateboarders.
Responsibilities:
Strategy | Project Management | Creative Direction | Copywriting | Artist Relations | Social Media Content | Email Newsletter Design & Distribution | Public Relations | Video Editing
▪️ VIRA SUN x SURFACE OF BEAUTY ▪️
Overview:
Lifestyle eyewear brand, Vira Sun, teamed up with designer/muralist, Natasha May Platt (aka, Surface of Beauty) to release a limited run of co-branded polarized sunglasses. The “Bloom Where You Are Planted” collection featured Vira Sun’s highly popular Full Wheel sunglasses frame laser-etched with custom floral artwork designed by Natasha. With only 50 pairs available, the collaborative sunglasses came with a microfiber carrying case with matching floral artwork, sticker, and art print info card.
Responsibilities:
Strategy | Artist Relations | Project Management | Copywriting | Social Media Content | Public Relations | Email Newsletter | Website Merchandising
▪️ PRIORITY BICYCLES x YOU ARE NOT ALONE MURALS ▪️
Overview:
Priority Delivers, powered by Priority Bicycles, is a multi-year charitable initiative that supports Mental Health Awareness Month and You Are Not Alone Murals (YANAM)—a public art project that aims to de-stigmatize dealing with mental health challenges and offers a message of hope to those who are struggling.
In 2023, Priority Delivers featured six renowned artists—Dirty Bandits (YANAM co-founder), Jason Naylor, Adam Fujita, Chris Piascik, Marco Santini and Cris Pagnoncelli—who each custom-painted a bicycle that was used to deliver limited-edition postcards with the message “You Are Not Alone” to unsuspecting New Yorkers through a series of group rides. The goal was to spark hope, connection, and conversation about the importance of mental health.
The six hand-painted bicycles were then raffled off via RallyUp, with all money raised donated to You Are Not Alone Murals. The project resulted in earned media coverage, social media buzz, and goodwill towards all involved.
Responsibilities:
Strategy | Artist Relations | Project Management | Copywriting | Social Media Content | Public Relations | Email Newsletter | Website Landing Page | Product Fulfillment
▪️ PRIORITY BICYCLES x ARTEZA ▪️
Overview:
NYC-based Priority Bicycles and Miami-based Arteza launched a custom bicycle partnership in support of Suicide Prevention Awareness Month and Vibrant Emotional Health, one of the nation’s leading mental health organizations and the non-profit administrator of the 988 Suicide & Crisis Lifeline.
The custom bicycles were sold direct via Priority's website. The bicycles sold out with 100% of net profits donated to Vibrant and the 988 Suicide & Crisis Lifeline. The total donation was $10,000.
Responsibilities:
Strategy | Project Management | Copywriting | Social Media Content | Public Relations | Email Newsletter | Website Landing Page | Contract Negotiation | Inventory Management
▪️ SHAKE SHACK x JEREMYVILLE ▪️
Overview:
Shake Shack partnered with world-class artist and designer, Jeremyville, on a limited-edition t-shirt featuring “Burger Buddies” strolling through NYC’s Madison Square Park. The t-shirt was sold online and at select Shake Shack locations throughout the US. Each t-shirt came packaged with a 5x7 artwork print—a handful of prints were signed by the artist for a surprise-and-delight campaign.
Shake Shack also commissioned Jeremyville to design a custom mural for the brand’s Upper East Side location that was the finishing touch on a comprehensive store refresh.
Responsibilities:
Strategy | Artist Relations | Project Management | Contract Negotiation | Social Media Content | Budget Management | Apparel Production | Print Production
