His primary research focus examines the synergy that exists between sport and charity in the participatory event context. Prior to his academic career, Kevin served as the merchandising coordinator for the Lance Armstrong Foundation (LAF). During his time with the LAF, the organisation launched the LIVESTRONG wristband campaign, the most successful cause-related marketing campaign of all time. While Kevin served as Merchandising Coordinator, the LAF sold over 57 million wristbands in 14 months, and to date, the organisation has sold over 80 million wristbands.