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FIRST Brand & Marketing Hub

STEM Advocates & Celebrity Collaborations

 FIRST builds long-term relationships with influential creators who help tell the FIRST story to global audiences. Through content collaboration, media engagement, live experiences, and meaningful interaction with our community, these relationships foster advocacy, expand awareness of FIRST, and inspire more young people to see themselves in STEM. 
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will.i.am

For more than 15 years, will.i.am has been a dedicated advocate for FIRST, using his global platform to inspire young people to pursue science, technology, engineering, arts, and mathematics (STEAM). Since first joining the FIRST Robotics Competition Kickoff in 2011, he has remained an active member of our community, regularly supporting Kickoffs, Championships, and other key initiatives that celebrate and inspire the next generation of innovators.

In 2009, will.i.am founded the i.am Angel Foundation to expand educational opportunity through scholarships, college preparation, and STEAM education. Together, FIRST and the i.am Angel Foundation launched i.am FIRST, a global initiative that helps ensure young people have access to FIRST robotics programs regardless of economic or social circumstances. In 2021, the partnership expanded through a groundbreaking collaboration with the Los Angeles Unified School District, bringing FIRST programs to 260 public schools and reaching more than 12,000 students.

Aligned with the FIRST mission, will.i.am believes every young person deserves the opportunity to discover their potential and explore their passions in STEM.
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will-FTC-students-key-image-scaled

Mark Rober

As one of the world’s most popular STEM creators, Mark Rober has inspired millions of young people to see themselves as builders, inventors, and problem-solvers. The former NASA engineer and CrunchLabs founder has built a global audience by making STEM topics accessible, entertaining, and deeply engaging.

With a shared commitment to inspiring the next generation of innovators, FIRST and Rober have built a relationship spanning content collaboration, major events, and direct engagement with students and teams. From engaging with the community directly at FIRST Championship to digital storytelling, this collaboration brings the creativity, ingenuity, and real-world problem-solving of the FIRST community to new audiences around the world.
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Xochitl Gomez

Fresh off her breakout role as America Chavez in Marvel Studios’ Doctor Strange in the Multiverse of Madness, released in theatres in 2022, Xochitl Gomez quickly became a rising young star in Hollywood. It was during this time that FIRST partnered with Gomez on a collaboration that generated millions of views and sparked new interest in FIRST and its mission.

Through onsite appearances at the 2023 FIRST Championship and content supporting the launch of the FIRST IN SHOWSM presented by Qualcomm season, Gomez engaged directly with existing members of our community while helping introduce new audiences to the creativity, confidence, and problem-solving skills developed through FIRST.

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@_xochitl.gomez

Come with me as I explore 2023 FIRST Championship in Houston with @first_inspires! FIRST is a global robotics community that has impacted 2.5M+ kids since it was founded in 1989. FIRST programs prepare young people for the future by engaging them in fun and challenging robotics competitions - and you can join! This year, I’m proud to help announce the 2024 season, FIRST IN SHOW presented by qualcomm. The new season will showcase how STEM inspires big ideas, bold action, and creativity, and will teach students about the many roles that STEM plays in the arts. If you're interested in joining robotics and/or getting more involved in STEM education, be sure to check out FIRST and learn about what opportunities are in your area. Let's inspire each other! #FIRSTChamp #STEM #FIRSTinspires omgrobots. Click the link to learn more! ✌️❤️🤖

♬ House music(256554) - TimTaj

 

Christian Hubicki

Christian Hubicki is a FIRST alum, robotics researcher, college professor, and STEM advocate whose career reflects the long-term impact of the FIRST experience. A member of one of the earliest FIRST Robotics Competition teams, participating as a student from 2001–2003, Hubicki went on to build a career in robotics and engineering. He later became widely recognized for his appearances on CBS's Survivor, including his most recent return for Survivor 50. As interest in Hubicki grew among national audiences, he and FIRST partnered to help connect that influence back to the experiences, skills, and opportunities that first sparked his passion for STEM.

Through in-person engagement at FIRST Championship, media opportunities, content collaborations, and involvement in his local FIRST community, Hubicki’s continued connection to the FIRST mission demonstrates how our program alumni carry the program’s values and experiences into their careers, communities, and broad public platforms.
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Jay Flores

As an engineer, television host, author, and nationally recognized STEM advocate, Jay Flores has built a platform dedicated to helping young people see themselves in STEM. Known for appearances on NBC's "American Ninja Warrior," educational programming, and most recently his first children's book, Flores has become a trusted voice for making engineering and innovation accessible to broad audiences.

A longtime collaborator with FIRST, Flores has engaged with the community through event appearances, content collaborations, media opportunities, and student engagement initiatives. His ability to connect engineering with everyday experiences has helped introduce new audiences to FIRST while amplifying the stories and impact of students, mentors, and volunteers around the world.
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Alyssa Carson

As a FIRST alum, author, and space enthusiast, Alyssa Carson has become an internationally recognized advocate for STEM education and space exploration, with the goal of becoming one of the first people to travel to Mars. Through her social media platforms, TEDx Talks, and public speaking engagements, Carson has inspired millions of young people around the world to dream big, challenge expectations, and pursue opportunities others may consider out of reach.

In September 2022, FIRST partnered with Carson as a featured voice for the “More Than” campaign. She co-signed the campaign's open letter published in The New York Times alongside FIRST CEO Chris Moore, served as a FIRST spokesperson during a nationwide television media tour that reached more than 25 million viewers, and helped amplify the campaign through digital storytelling and social media.

Ultimately, “More Than” demonstrated that FIRST is about More Than Robots®. By encouraging young people to break barriers, challenge stereotypes, and embrace new opportunities, the campaign empowered students to build confidence, resilience, and a belief in their own potential.

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@nasablueberry1

I’m so excited to partner with @first_inspires on their #IAmMoreThan campaign! Together, we are empowering kids through STEM. Tonight, I’ll be on their IG Live @ 8PM ET answering questions and giving advice! STEM is the best thing to ever happen to me - looking forward to seeing you there! 🚀#spon

♬ original sound - ABI GUZZO

Recommend a Future Advocate

FIRST is always looking for creators, alumni, industry leaders, and STEM advocates who share a passion for inspiring the next generation of innovators.
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