Work_

Strategy

Concept

Creative Lead

Copywriting

Social ecosystem

Year_

2018

About_

At Adidas, I collaborated with Graphic Designers, Design Directors, and Brand Comms to develop a new strategy for Adidas Athletics, the brand’s athleisure division.

I led the first execution of this strategy from both a copywriting and strategic perspective. The resulting international campaign featured long-form editorial stories, digital and retail assets, and a series of social films for both owned and athlete channels.

The creative focused on the “story behind the extraordinary.” It shifted the lens away from the glare of stadium lights and the roar of the crowd, revealing that extraordinary moments are forged in the everyday – on city streets, in the back seats of cars, in quiet hotel rooms, and around breakfast tables. The hair-trigger moment between these two states was embodied in the product itself: the rip-ready, fast-release Z.N.E. Hoodie.