“It’s huge for me—working with Marriott International. I’m always trying to seek out top brands that think the way I think—that to me is important when engaging in a partnership,” said Howard in AdWeek. Marriott had moved quickly to pursue howard after the star athlete became a household name after the World Cup.

The fact that Howard is an avid traveler, getting new tattoos for places he has been, made perfect sense that they should partner for the #LoveTravels {link no longer active} campaign. The campaign entails branded videos with select spokespeople like fashion designer Angela Simmons and chef Mia Banducci. The campaign encourages participants to share their travel photos for a prize of $2000 or the chance to win their weekly prize of $500, a great way to incentivize UGC.