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How a Partnership with Detroit Lions’ Myles Adams Generated $61K for the Salvation Army ARC

Client

The Salvation Army Southeast Michigan Adult Rehabilitation Center (ARC)

Year

2026

Deliverables

Social Media
Media Relations
Event Strategy
Influencer Partnership Coordination
Creative Development

Situation

Following the success of its first curated thrift pop-up event in March 2026, The Salvation Army Southeast Michigan Adult Rehabilitation Center (ARC) sought to build on the momentum with a second large-scale thrift event designed to attract new audiences and store foot traffic. 

This time, the team focused on a uniquely Detroit concept: a one-day-only pop-up centered around Detroit sports merchandise, vintage athletic apparel, branded streetwear and sneakers. 

Franco identified an opportunity to elevate the event through a strategic partnership with Detroit Lions defensive end Myles Adams. After Adams’ team discovered Franco’s thrift content on the @semiarc Instagram in late 2025, they reached out expressing interest in future collaboration opportunities.

Franco recognized the partnership as both a natural fit for the sports-themed pop-up and an opportunity to authentically connect with Detroit sports fans while driving additional foot traffic and excitement around the event. 

The event was held May 16 at The Salvation Army’s Rochester Hills Thrift Store. 

Approach

Franco led an integrated communications strategy designed to generate anticipation, maximize event visibility and create an exclusive in-store experience. 

Social media 

Franco developed a social-first promotional strategy centered around Detroit sports culture and fashion content across Instagram, TikTok and Facebook. Teaser videos, product previews and event-focused content were used to build demand leading up to the event. 

The communications strategy also incorporated the Myles Adams social partnership, appearance and fan photo experience to help reach Detroit sports audiences and reinforce the exclusivity of the experience. 

Influencer and partnership strategy 

Franco coordinated and managed the partnership between The Salvation Army ARC and Myles Adams, aligning the athlete appearance with the event theme and target audience. 

As part of the activation, Adams: 

  • Signed photos for the first 100 shoppers 
  • Participated in a meet-and-greet and photo opportunity at an ARC branded step-and-repeat 
  • Signed merchandise and interacted with fans throughout the event 

Franco also developed a social engagement giveaway strategy to extend audience reach beyond the event itself. Shoppers attending the pop-up were invited to follow both The Salvation Army ARC and Myles Adams on Instagram and submit their handles for a chance to win thrift store vouchers valued at $200, $100 and $50. 

To further drive engagement and authenticity, Myles Adams announced the winners following the event as part of the partnership collaboration. 

The partnership helped position the pop-up as more than a thrift event, transforming it into a community experience designed specifically for Detroit sports fans.

Media relations 

Franco developed and distributed a press release promoting the event as a one-day-only Detroit sports shopping experience and strategically pitched both local media outlets and targeted Detroit sports reporters to maximize awareness among core audiences. 

Creative and in-store promotion 

To expand event visibility beyond social media and earned media efforts, Franco designed a promotional event poster distributed across all 30 Salvation Army Southeast Michigan thrift store locations. The signage helped drive awareness among existing thrift shoppers and encourage cross-store traffic to the event.

Results

The second Salvation Army pop-up built on the momentum of the March event and delivered even stronger business results, including: 

  • $61,000 in revenue in a single day 
  • Sustained, high-volume foot traffic throughout the day with over 1,000 shoppers

The partnership with Myles Adams generated additional excitement both online and in person, helping attract new audiences and create a memorable customer experience. 

The success of the Detroit Sports Pop-Up further demonstrated the effectiveness of Franco’s integrated, social-first communications strategy and ability to identify culturally relevant partnership opportunities that drive measurable business impact. By combining strategic storytelling, influencer collaboration, media outreach and community-driven content, the event generated significant revenue, expanded audience reach and strengthened engagement with both loyal shoppers and new customers for The Salvation Army ARC. 

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