The projects featured here are more than campaigns — they’re stories of strategy, creativity, and collaboration that brought adidas to life in powerful ways. From grassroots community activations to global brand moments, each project reflects how I approach marketing: by blending cultural insight, digital innovation, and storytelling that resonates.
I’ve been fortunate to play key roles as strategist, creative lead, and project manager, guiding these ideas from brief to launch. Whether it was redefining how fans experience live sports on social platforms, building surprise-and-delight activations that connect people directly to the brand, or crafting heartfelt storytelling that honored athletes and communities, my goal has always been the same: create work that matters and drives both emotional impact and measurable results.
These highlights showcase not just what was delivered, but how — with curiosity, agility, and a relentless drive to raise the bar. I’m proud of the teams, partners, and collaborators who made this possible, and I look forward to bringing the same passion, perspective, and energy into the next challenge.
WHATCHA THINKIN’, WHATCHA DRINKIN’ – EPISODE 4 WITH CANDACE PARKER (CREATIVE AGENCY: ORDINARY PEOPLE)
Objective
Develop an internal video episode for adidas’ Whatcha Thinkin’, Whatcha Drinkin’ series that would inspire employees through the story of Candace Parker, newly appointed President of adidas Women’s Basketball. The goal was to highlight her leadership vision around innovation, representation, and access, while strengthening employee pride, unity, and engagement across the NAM market.
Strategic Vision
Position Candace not just as a sports icon but as a trailblazer shaping the future of women’s basketball and adidas’ role in it.
Weave her personal narrative with adidas’ broader brand values to show how bold leadership drives change and fosters movement.
Host John Miller, adidas North America President, provided employees with a “behind-the-curtain” experience into his personality, leadership style, and perspective on the business — making the series both authentic and connective.
Incorporate a creative, approachable twist through the drink-making format (Golden Immunity Juice), blending serious conversation with casual relatability.
My Role
Creative Lead – Defined the central message, tone, and storytelling arc.
Scripting Lead – Crafted interview flow and discussion prompts around Candace’s three “ingredients for success.”
Project Manager – Oversaw production planning, timelines, and coordination across internal comms platforms (Viva Engage, ON DECK, a-LIVE, NAM screens).
Execution
Designed the episode theme, Expanding the spACE: Fostering a movement and setting new benchmarks for the future.
Built the interview framework around Candace’s three pillars: Innovation, Representation, and Access.
Partnered with production and comms teams to elevate filming at the adidas DTLA Culture Marketing space.
Integrated interactive elements: QR codes for giveaways and employee feedback, plus customized series hoodies for guest branding.
Outcome
Premiered to a live NAM audience with distribution across all internal comms platforms.
Received strong feedback from employees and NAM leadership for effectively connecting Candace’s leadership vision with adidas’ mission.
Elevated employee confidence and engagement by spotlighting a high-profile leader who embodies innovation, equity, and representation.
Extended beyond internal audiences when the full episode was posted to John Miller’s LinkedIn channel, where it garnered thousands of views and engagement from his extensive professional network — amplifying adidas’ leadership voice externally.
While the series has produced over 10 episodes in the past year, Candace Parker’s installment was far and away the best in every aspect — from preparation to production, editing, and ultimately reception and engagement numbers.
NAM ALL IN 2.0 FILM (CREATIVE AGENCY: ORDINARY PEOPLE)
Objective
Create a motivational internal anthem film to inspire adidas North America employees to evolve from the previous year’s mindset of overcoming adversity into a new, proactive mindset of being “always on offense.”
The film needed to:
Premiere at an all-employee meeting with extensions across internal channels.
Connect employees to adidas’ external brand narrative, “You Got This.”
Energize the workforce around the belief that adidas has the momentum, capability, and responsibility to play to win.
Strategic Vision
Build continuity from the previous year’s anthem while raising the stakes with a bolder, forward-facing message.
Position employees not just as contributors, but as athletes in the game, embodying the energy of sport and competition.
Showcase the Plus One Effect in the workplace—reminding employees that small, everyday acts of effort and teamwork build into collective success.
Use storytelling that felt both personal and collective, reinforcing unity, confidence, and belief in momentum.
My Role
Creative Lead – Defined the central message, tone, and storytelling arc.
Scripting Lead – Crafted the narrative to align with adidas’ external voice and NAM leadership direction.
Project Manager – Collaborated with teammates and vendors, managing timelines, creative briefings, and consolidated feedback.
Execution
Developed a creative brief rooted in corporate comms goals and brand guidelines.
Partnered closely with a teammate and production team through concepting, scripting, and edit reviews.
Guided revisions to ensure the film balanced motivational storytelling with brand authenticity.
Outcome
Premiered at the adidas North America all-employee meeting to thousands of colleagues.
Extended across internal channels, reinforcing leadership’s call to action.
Received highly positive feedback from employees, global peers, and the NAM Senior Leadership team.
Praised for effectively leveraging the external brand narrative “You Got This” and the internal Plus One Effect to energize employees and remind them of their collective capability to win.
Note: For internal audiences only. Due to licensing restrictions, this film cannot be shared externally or used for commercial purposes.
NAM GAME TIME 1.0 FILM (CREATIVE AGENCY: ORDINARY PEOPLE)
Objective
Create a motivational internal anthem film to inspire adidas North America employees to evolve from a mindset of overcoming adversity (2023) to a proactive mindset of being “always on offense.” The film needed to:
Premier at an all-employee meeting, with extensions across internal channels.
Connect employees to adidas’ external brand narrative, “You Got This.”
Energize the workforce around the belief that adidas has the momentum, capability, and responsibility to “play to win.”
Strategic Vision
Build continuity from the previous year’s anthem while raising the stakes with a bolder, forward-facing message.
Position employees not just as contributors, but as athletes in the game—aligning their role with the energy of sport and competition.
Use storytelling and tone that feels both personal and collective, reinforcing unity and confidence across the organization.
My Role
Creative Lead – Defined the central message, tone, and storytelling arc.
Scripting Lead – Crafted the narrative, ensuring alignment with adidas’ brand voice and leadership direction.
Project Manager – Collaborated with teammates and external vendors, managed timelines, creative briefings, and consolidated feedback from multiple stakeholders.
Execution
Developed a clear creative brief aligned with corporate comms and brand guidelines.
Partnered closely with a teammate and production team through concept development, scripting, and edit reviews.
Guided revisions to ensure the film struck the right balance between motivational storytelling and brand authenticity.
Outcome
Premiered at the adidas North America all-employee meeting to thousands of colleagues.
Extended across internal channels, reinforcing leadership messaging.
Received highly positive feedback from employees, global peers, and the NAM Senior Leadership team.
Praised for successfully leveraging the external brand narrative “You Got This” to remind employees of their capabilities and connection to the adidas brand.
Note: For internal audiences only. Due to licensing restrictions, this film cannot be shared externally or used for commercial purposes.
NAM INSPIRE 2.0 FILM (CREATIVE AGENCY: SOCKEYE)
Objective
Create an internal anthem film to inspire adidas North America employees during a period of challenges and uncertainty. The film needed to:
Debut at an all-employee meeting and extend across internal channels.
Deliver a unifying, motivational message that emphasized resilience and collective strength.
Leverage adidas’ external brand narrative “Impossible is Nothing” to connect employees to the brand’s broader ethos.
Strategic Vision
Center the narrative on resilience: adversity is inevitable, but strong teams and individuals endure and rise.
Use athlete storytelling as a metaphor for the employee journey—spotlighting adidas partners Patrick Mahomes and Mikaela Shiffrin, who embody perseverance through both triumphs and setbacks.
Ensure the film balanced inspiration with authenticity, making employees feel seen and motivated in equal measure.
My Role
Creative Lead – Set the core message and ensured alignment with brand voice and leadership vision.
Scripting Lead – Wrote and refined the narrative, weaving athlete stories into a larger message of resilience.
Project Manager – Oversaw timelines, creative briefings, and multi-stakeholder feedback with a teammate’s support.
Execution
Developed the creative brief aligned with internal comms priorities and adidas’ brand platform.
Partnered with production teams to translate concept into visuals, ensuring the tone felt inspiring yet authentic.
Guided scripting and edit rounds to emphasize athlete storytelling as a parallel to employee resilience.
Outcome
Premiered at the adidas North America all-employee meeting, reaching thousands of colleagues.
Extended through internal channels, reinforcing the message of resilience and unity.
Received highly positive feedback from employees and NAM Senior Leadership, commended for effectively harnessing “Impossible is Nothing” to remind employees of their capabilities.
Strengthened employee connection to the adidas brand during a challenging moment.
Note: For internal audiences only. Due to licensing restrictions, this film cannot be shared externally or used for commercial purposes.
ADIDAS US FOOTBALL LAUNCHES THE TREVOR LAWRENCE NFT (CREATIVE AGENCY: KAMP GRIZZLY; AUCTION: BITSKI)
Objective
Celebrate Trevor Lawrence’s No. 1 overall selection in the 2021 NFL Draft while driving cultural relevance in the digital collectible space. The initiative aimed to:
Launch adidas’ first NFT campaign tied to a high-profile athlete.
Create a fan engagement moment blending sport, culture, and technology.
Direct proceeds from NFT sales to Jacksonville-based charities, immediately connecting Lawrence to his new community.
Strategic Vision
Position adidas at the forefront of cultural and digital innovation by entering the NFT space with a meaningful purpose.
Build a campaign that celebrated Lawrence’s achievement while also creating a philanthropic tie to strengthen adidas’ brand reputation and community presence.
Engage fans through collectible digital assets that varied in accessibility (limited-edition vs. open minting), ensuring both exclusivity and broad participation.
My Role
Social Media & Digital Strategy Lead – Drove the overarching digital strategy, ensuring storytelling and fan engagement opportunities were optimized across platforms.
Oversaw content strategy and amplification plans to maximize visibility of the NFT drop.
Collaborated with cross-functional partners (athlete marketing, brand, creative, and partnerships) to align messaging, timing, and execution.
Execution
Partnered with Bitski.com to launch adidas’ official NFT page.
Released a tiered NFT collection featuring animated trading card–style assets:
IRIDESCENT (auction-based) – Paired with a physical NFT print and Trevor Lawrence’s autographed player-edition cleats.
PLATINUM & SUNSHINE (unlimited downloads) – Accessible options that allowed fans to participate broadly.
Activated the campaign across adidas’ social and digital channels, leveraging Trevor Lawrence’s profile to expand reach.
Outcome
adidas’ first foray into NFTs successfully combined cultural innovation with community impact.
Proceeds supported local Jacksonville charities, tying Trevor Lawrence’s personal milestone to tangible community benefit.
The project was widely recognized internally as a blueprint for how adidas could blend digital-first innovation with authentic, purpose-driven storytelling.
EARNED MEDIA COVERAGE:
BLEACHER REPORT | OPENSEA | UNCRATE | SPORTS ILLUSTRATED | SOLESAVY
ADIDAS US FOOTBALL “THE MAHOMES ZONE” DIGITAL ACTIVATION SUPER BOWL 55 (CREATIVE AGENCY: MOJO; DELIVERY PARTNER: FOOJI)
Objective
Capitalize on the excitement of Super Bowl LV, featuring adidas athlete Patrick Mahomes, by:
Driving fan engagement on Twitter during one of the world’s biggest live sporting events.
Amplifying Mahomes’ presence as a face of adidas Football.
Creating a campaign that connected live gameplay, fan interaction, and charitable impact.
Strategic Vision
Leverage the unique, real-time nature of the Super Bowl to keep fans engaged throughout the game.
Build a sweepstakes mechanic directly tied to Mahomes’ performance — “every minute of possession” — to heighten anticipation and engagement.
Elevate adidas’ brand presence by partnering with high-profile cultural and sports voices (Quavo, NFL Network host Scott Hansen).
Tie the campaign to Mahomes’ personal foundation (15 & The Mahomies) to deliver both engagement and meaningful community impact.
My Role
Social Media & Digital Strategy Lead – Designed the sweepstakes concept and digital activation strategy across Twitter and supporting platforms.
Project Manager – Oversaw coordination with Fooji (online delivery + site functionality), talent partners, and internal stakeholders to ensure smooth execution.
Execution
Fans were invited to participate by tweeting #MahomesZoneSweepstakes and tagging @adidasUS every minute Mahomes had possession of the football.
Fooji managed delivery logistics and website support to handle real-time participation.
Campaign content featured contributions from NFL Network host Scott Hansen and rapper Quavo, amplifying cultural reach beyond football.
adidas pledged to match the final sweepstakes total with a donation to 15 & The Mahomies Foundation, reinforcing the philanthropic impact.
Outcome
Created a highly engaging, real-time social campaign that merged sport, culture, and community impact.
Elevated adidas’ brand presence during the Super Bowl with innovative fan participation mechanics.
Delivered charitable contributions to Mahomes’ foundation, enhancing both brand reputation and authenticity by aligning with Mahomes’ personal mission.
Recognized internally as an innovative example of how to leverage high-stakes cultural moments for both brand growth and community good.
EARNED MEDIA COVERAGE:
ADIDAS US FOOTBALL NFL PLAYOFFS ATHLETE REACTIVE DIGITAL STRATEGY (CREATIVE AGENCY: JOZI CREATIVE)
Objective
Elevate adidas’ sports marketing partnerships with top-tier NFL athletes during the 2020 NFL Playoffs by:
Creating a unique, fan-first storytelling approach in the absence of in-game footage licensing rights.
Reinforcing each athlete’s personal brand identity through creative content.
Driving engagement across adidas digital platforms (social, email, website, mobile app).
Strategic Vision
Transform NFL athletes into “superheroes,” leveraging comic book–style illustrations to amplify their unique playing styles and personalities.
Use reactive content timed to the playoff rounds (Wildcard → Divisional → Conference Championships) so fans had fresh, episodic engagement each week.
Build anticipation by progressively revealing more detail in the artwork after each victory — culminating in a complete comic book cover for athletes advancing deep into the playoffs.
Offer fans a memorable and innovative experience that went beyond the traditional highlight reel, showcasing adidas as both culturally creative and adaptive to challenges.
My Role
Lead Campaign Strategist – Developed the overall campaign framework and positioning, aligning strategy with sports marketing and brand objectives.
Creative Lead – Directed the superhero/comic book concept, ensuring each athlete’s illustrated persona matched their style, identity, and fan perception.
Social Media & Digital Strategy Lead – Oversaw content rollout across all adidas channels, ensuring platform-native execution and maximum engagement.
Execution
Partnered with illustrators to create high-quality, comic-inspired athlete artwork.
Designed a phased rollout:
Initial superhero concept revealed at Wildcard round.
Additional detail added after each victory.
Full comic book cover revealed by the Conference Championship stage.
Deployed content across adidas’ social platforms, email campaigns, website placements, and mobile app, maximizing cross-channel visibility.
Collaborated with athlete marketing and PR to ensure alignment with player partnerships and brand voice.
Outcome
Delivered a high-impact, creative workaround to licensing restrictions, showcasing adidas’ ability to innovate under constraints.
Drove fan excitement and engagement by blending sports culture with comic book artistry.
Reinforced adidas athletes’ individual brand stories while positioning adidas as a brand rooted in creativity and cultural relevance.
The campaign was praised internally for its originality and externally for creating a fun, shareable playoff experience that deepened fan connection.
Objective
During the height of global quarantine, adidas aimed to:
Keep fans engaged, uplifted, and connected to sport and community while isolated at home.
Showcase adidas athletes as relatable, inspiring figures beyond competition.
Provide consumers with fun, easy-to-replicate challenges that encouraged creativity, activity, and positivity during unprecedented times.
Strategic Vision
Build a content pillar that focused on lighthearted, interactive at-home challenges to drive both participation and engagement.
Position adidas as more than a sportswear brand — as a partner helping people stay active, positive, and creative during difficult times.
Lean into shareability and social virality with challenges designed to be replicated and remixed by fans globally.
My Role
Social Media & Digital Strategy Lead – Conceived and executed the “Game Time” challenge series as one of adidas’ core content pillars during quarantine.
Designed challenge concepts and ensured athlete integration felt organic and relatable.
Managed rollout strategy and fan engagement across adidas’ global social channels.
Execution
Developed a series of athlete-led at-home challenges, including:
Juggling a soccer ball to music.
Toilet paper “strike throwing” (a playful nod to its value at the time).
Creating mini skateparks in living rooms.
Storytelling prompts tied to adidas footwear and memorable sports moments.
Activated the campaign across Instagram, Twitter, and TikTok with a steady cadence of new challenges.
Secured participation from Justin Turner, Jordan Larson, Christian Kirk, Bradley Chubb, Jo Adell, Daewon Song, and more to amplify reach.
Outcome
Successfully drove global fan engagement at a time when in-person events and activations were impossible.
Strengthened adidas’ connection with consumers by focusing on joy, creativity, and resilience during quarantine.
Reinforced the brand’s ability to adapt quickly, creating culturally relevant and authentic content despite significant constraints.
Recognized internally as a model for how adidas could pivot fast and maintain meaningful engagement during crisis moments.
ADIDAS #HOMETEAM IT’S GAME TIME
ADIDAS US FOOTBALL SNOOP CLEAT ADIZERO 8.0 (PHOTOGRAPHER: VINCE SIRICO)
Objective
Launch the “Snoop Cleat” adizero 8.0 collaboration with Snoop Dogg by:
Creating a full content toolkit tailored for adidas US Football social channels and digital platforms (email, app, homepage).
Driving sell-through at launch by tapping into Snoop Dogg’s cultural influence and aligning with football culture.
Producing engaging, shareable content that resonated especially with young athletes.
Strategic Vision
Position Snoop Dogg as a cultural bridge between hip-hop, football, and adidas, bringing authenticity and excitement to the campaign.
Infuse content with Snoop’s signature voice — iconic one-liners, motivational quotes, and personality traits that connect with players.
Create a comprehensive toolkit so that every channel (social, email, app, site) had platform-specific, cohesive content ready to activate at launch.
Focus on bold, in-feed storytelling that fans would organically share and engage with.
My Role
Lead Campaign Strategist – Developed the go-to-market framework and ensured alignment across brand, product, and sports marketing.
Creative Lead – Directed the tone, creative direction, and integration of Snoop Dogg’s brand identity into adidas content.
Social Media & Digital Strategy Lead – Orchestrated rollout across adidas US Football’s digital ecosystem, ensuring timing, formats, and messaging were optimized.
Execution
Built a multi-channel content toolkit including social-first graphics, copy, and video snippets infused with Snoop Dogg’s cultural DNA.
Activated across Instagram, Twitter, email, app, and homepage, tailoring content to fit platform strengths while maintaining consistency.
Leaned into bold, reactive storytelling designed to spark conversation and sharing within football culture.
Managed cross-functional approvals and execution to ensure all assets hit simultaneously for maximum launch impact.
Outcome
Produced the most engaging native in-feed post ever on adidas US Football’s Instagram channel.
Campaign generated hundreds of thousands of organic impressions, hundreds of comments, and thousands of shares — a record for the channel.
Successfully drove awareness, excitement, and sell-through of the Snoop Cleat, reinforcing adidas’ credibility in football culture.
Recognized internally as a high watermark for campaign engagement and athlete partnership storytelling.
ADIDAS BASEBALL’S NEXT LEVEL SNAPCHAT GAME (CREATIVE AGENCY: AVATARLABS)
Objective
Launch adidas’ limited-edition 8-bit baseball cleat collection in a way that:
Broke through the noise of postseason marketing.
Engaged fans through interactive, gamified storytelling.
Connected product directly to culture, while testing new digital retail experiences.
Strategic Vision
Redefine what a product drop could look like by merging sport, gaming, and commerce into one seamless activation.
Leverage Snapchat as a platform where baseball fans and younger audiences already engage, but push its capabilities beyond AR filters into full gameplay + shopping integration.
Use MLB athletes as avatars in a nostalgic home run derby–style game, reinforcing authenticity while tapping into fan passion during the postseason.
Position adidas as the first-ever brand to enable in-game purchases on Snapchat, making it a landmark digital innovation moment.
My Role
Lead Campaign Strategist – Designed the overall framework, positioning, and rollout of the campaign.
Creative Lead – Directed the concept of turning athletes into 8-bit avatars and ensured storytelling matched adidas’ cultural voice.
Social Media & Digital Strategy Lead – Oversaw amplification across adidas channels, aligning creative content with Snapchat’s experience.
Project Manager – Managed execution between adidas, Snapchat, and AvatarLabs to bring the game to life on time and at scale.
Execution
Created “Baseball’s Next Level,” an 8-bit home run derby–style game on Snapchat.
Fans could step into the shoes of adidas athletes Aaron Judge, Carlos Correa, Alex Bregman, Justin Turner, and Kiké Hernandez — each tied to their own 8-bit cleat design.
Integrated direct commerce functionality: users could purchase cleats directly through the game.
Deployed supporting social content, email, and digital placements to funnel fans into the experience.
Collaborated with Snapchat and AvatarLabs to deliver a first-of-its-kind retail innovation.
Outcome
adidas became the first brand in Snapchat history to sell products directly through a game.
Campaign drove strong sell-through of the cleats while also sparking widespread press and industry recognition.
Generated buzz internally and externally as a benchmark for innovation, creativity, and cultural relevance.
Elevated adidas’ reputation for blending digital storytelling, gaming, and commerce in ways competitors hadn’t yet explored.
Recognized as one of adidas’ most innovative launches — a true “next level” for sports marketing.
EARNED MEDIA COVERAGE:
ENGADGET | YAHOO | WHAT PROS WEAR | KICKS ON FIRE | BUSINESS INSIDER | UPROXX | HIGHSNOBIETY | WORLD FOOTWEAR | SOURCING JOURNAL |
FASHION UNITED | GRIT DAILY | SOCIAL MEDIA TODAY | MARKETING DIVE | TREND HUNTER
ADIDAS US FOOTBALL NFL REGULAR SEASON ATHLETE REACTIVE DIGITAL STRATEGY (CREATIVE AGENCY: SWIFT)
Objective
Strengthen adidas’ visibility in U.S. Football by:
Showcasing the brand’s roster of elite NFL athletes.
Increasing fan awareness of adidas’ role as the sponsor behind their favorite players.
Creating a scalable, reactive content framework to celebrate player achievements despite restrictions on in-game footage.
Strategic Vision
Move beyond traditional sponsorship announcements and highlight both statistical achievements and off-field personalities of NFL athletes.
Establish adidas as not just a logo on uniforms but as a brand that truly understands and celebrates athletes holistically.
Tackle licensing challenges (no in-game NFL footage) by introducing the “Mind of an Athlete” concept — blending athlete stats with storytelling about their personal passions, style, and mindset.
Deliver content across multiple touchpoints (social, email, app, website) to ensure consistency and maximum impact.
My Role
Lead Campaign Strategist – Conceived the overall campaign idea and execution model.
Creative Lead – Shaped the “Mind of an Athlete” visual identity and storytelling approach.
Social Media & Digital Strategy Lead – Oversaw rollout across adidas Football digital channels.
Project Manager – Coordinated cross-functional teams, timelines, and athlete/partner approvals.
Execution
Established criteria for when activations would trigger (e.g., specific statistical milestones or standout performances).
Upon criteria being met, content was quickly activated across adidas Football channels with athlete-focused storytelling.
Designed assets that layered athlete performance with personal, off-field identity — making players more relatable to fans.
Leveraged adidas’ digital ecosystem — social media, email, app placements, and website — to distribute the content widely and consistently.
Outcome
Elevated adidas’ role in the NFL conversation, with fans making clearer associations between athletes’ success and the brand.
Delivered a first-of-its-kind reactive content strategy in football, establishing a repeatable model for future seasons.
Overcame NFL licensing constraints with a fresh creative concept that highlighted athletes as multidimensional personalities.
Praised internally as a breakthrough example of how adidas could innovate in the U.S. Football space.
ADIDAS HOCKEY NHL PLAYOFFS (CREATIVE AGENCY: LINDEN COLLECTIVE; DELIVERY PARTNER: FOOJI)
Objective
Capitalize on consumer demand for the adidas Hockey hoodie by:
Creating an innovative fan engagement campaign during the NHL Playoffs.
Honoring athletes and celebrating key playoff moments with fans in real time.
Driving brand love and consumer excitement through a personalized, high-energy giveaway.
Strategic Vision
Listen to fans and deliver on their demand for the adidas Hockey hoodie by using scarcity and surprise as engagement drivers.
Tie product giveaways to specific, reactive playoff moments — making the fan experience feel live, authentic, and rewarding.
Blend digital engagement with physical product fulfillment, bridging online activation and real-world brand touchpoints.
Reinforce adidas’ connection to hockey culture by rewarding fans when Team adidas athletes delivered game-changing performances.
My Role
Lead Campaign Strategist – Developed the overall concept, criteria for triggers, and execution model.
Creative Lead – Directed the campaign creative identity and ensured storytelling aligned with adidas’ tone and hockey culture.
Social Media & Digital Strategy Lead – Oversaw social rollout and ensured digital touchpoints (Twitter, microsite) were optimized.
Project Manager – Coordinated with Fooji and internal teams to ensure real-time activation and overnight fulfillment.
Execution
Partnered with Fooji to power fulfillment and microsite integration.
Designed reactive triggers during the NHL Playoffs, including:
A Team adidas player recording 3 points in a win.
A game-winning goal or assist.
A playoff series-clinching performance.
When triggers were met, fans were prompted to tweet “#teamadidas + 🏒” to enter.
Eligible fans received an auto-reply with a link to a microsite; the first to sign up were shipped hoodies overnight, creating a true first-come, first-served experience.
Outcome
Delivered one of the most fan-loved activations in adidas Hockey, praised for listening to consumer demand and acting on it creatively.
Hundreds of hoodies distributed in real time, creating buzz, scarcity, and urgency.
Deepened emotional connection with hockey fans by linking product drops to thrilling playoff moments.
Recognized internally as a best-in-class example of blending reactive social engagement + product fulfillment.
ADIDAS RUNNING BOOST WEEK (CREATIVE AGENCY: NICHE)
Objective
Celebrate the highly anticipated return of the original ULTRABOOST on December 1 by:
Creating a weeklong digital-first campaign to build anticipation, drive demand, and increase sell-through.
Partnering with adidas.com to maximize storytelling and conversion opportunities.
Engaging consumers daily with unique drops, creative content, and reminders to sustain momentum.
Strategic Vision
Elevate ULTRABOOST beyond a product release into a cultural moment by turning the relaunch into a multi-day celebration.
Pair digital storytelling + paid media + influencer creativity to capture audience attention across multiple touchpoints.
Use innovative engagement tactics, like “Like to Subscribe / Tweet to Remind” on Twitter, to keep consumers connected to daily colorway launches.
Partner with diverse artists to reinterpret ULTRABOOST colorways through their creative lens, making each drop distinctive and culturally resonant.
My Role
Creative Lead – Directed the campaign’s creative identity and collaboration strategy with influential artists.
Social Media & Digital Strategy Lead – Built content publishing cadence, organic + paid strategy, and consumer engagement mechanics.
Project Manager – Oversaw coordination between adidas Running, adidas.com, PR, paid media, and artist partners to ensure flawless execution.
Execution
PR Outreach began two weeks prior (Nov 15), building anticipation ahead of launch.
Campaign spanned Dec 1–7, with daily ULTRABOOST releases tied to digital storytelling and paid amplification.
Partnered with artists including Sam Larson, Joseph Catimbang, Kim Jung Gi US, Egle Zvirblyte, Láolú, and Antoni Tudisco to reinterpret colorways through unique visual storytelling.
Extended campaign across social media, adidas.com homepage, email, and app placements.
Deployed “Like to Subscribe / Tweet to Remind” mechanics on Twitter to encourage daily consumer re-engagement.
Outcome
Successfully re-established ULTRABOOST as adidas’ most iconic running silhouette.
Campaign generated extensive earned media coverage in outlets including Highsnobiety, Hypebeast, Gear Patrol, and Footwear News.
Artist-driven storytelling boosted cultural credibility while creating distinctive, shareable content across channels.
Recognized internally as a best-practice activation that combined PR, influencer partnerships, and digital-first innovation.
ADIDAS US FOOTBALL FRIDAY NIGHT STRIPES SEASON 2 (CREATIVE AGENCY: LINDEN COLLECTIVE)
Objective
Launch the first-ever live streaming series of high school football games on Twitter, with goals to:
Strengthen adidas’ presence in U.S. Football culture.
Elevate high school athletes and their communities on a national stage.
Create a new model for live sports engagement on digital platforms.
Strategic Vision
Partner with Twitter to merge live sports + social media engagement, targeting younger audiences where they already spend time.
Feature nationally ranked teams from Michigan, Colorado, Texas, Georgia, and Florida, connecting adidas to the heartbeat of grassroots football.
Pair play-by-play coverage with cultural influencers, athletes, and adidas NFL partners to create a unique blend of sports + entertainment.
Drive conversation in real time by curating shareable clips, co-promotion, and targeted media plans to amplify reach.
My Role
Social Media & Digital Strategy Lead – Directed adidas’ digital activation strategy across social platforms, ensuring integration with Twitter’s media plan and live event support.
Partnered with Twitter’s team to coordinate content curation, media targeting, and analytics.
Ensured co-promotion through adidas NFL athletes, influencers, and entertainment partners who extended reach on their own channels.
Execution
Weekly live streams launched Aug 30, continuing throughout the high school football regular season.
Games were commentated by Courtney Lyle (ESPN/SEC Network) and A.J. Hawk (Super Bowl XLV Champion).
Special guests included adidas NFL athletes and entertainment figures who engaged in live commentary and cross-platform promotion.
Twitter supported with technical tools, targeted media, real-time analytics, and show clip sharing for maximum distribution.
Content extended beyond games to highlight athlete stories, creating a full digital-first sports entertainment series.
Outcome
Successfully positioned adidas as an innovator in sports broadcasting, the first brand to deliver live high school football on Twitter.
Drove significant fan engagement nationwide, connecting high school culture with digital-first storytelling.
Recognized by major outlets including USA Today, AdWeek, Engadget, Bleacher Report, Yahoo, and Sports Video Group.
Internally celebrated as a milestone example of how adidas could push cultural boundaries while strengthening its position in grassroots and pro football alike.
EARNED MEDIA COVERAGE:
ENGADGET | MARKETING DIVE | SPORTS VIDEO GROUP | BLEACHER REPORT | ADWEEK | COMPLEX | USA TODAY | YAHOO
ADIDAS WOMEN INTERNATIONAL YOGA DAY (CREATIVE AGENCY: HAPPYLUCKY)
Objective
Celebrate International Yoga Day with an activation that:
Created a meaningful cultural moment with both local and global resonance.
Aligned seamlessly with adidas’ global campaign, “Salute a Global Sunrise.”
Elevated the launch of the limited Wanderlust Collection by connecting product to purpose.
Delivered inclusivity through both physical and virtual participation.
Strategic Vision
Position adidas as a cultural leader by transforming a calendar holiday into an inspirational brand moment.
Merge physical experiences and digital livestreams to ensure both local activation and nationwide accessibility.
Build an environment where consumers could celebrate wellness while organically connecting to product storytelling.
Infuse lifestyle elements (music, meditation, juice bar, art installations) to create an elevated, shareable brand experience.
My Role
Lead Campaign Strategist – Designed the framework, aligning objectives with adidas’ global brand campaign.
Creative Lead – Directed the concept and execution of “Salute a Global Sunrise,” ensuring consistency across activations.
Social Media & Digital Strategy Lead – Oversaw livestream integration into adidas.com and supporting social content.
Project Manager – Coordinated cross-functional teams, influencers, event production, and product launch integration.
Execution
Live Sunrise Yoga Sessions hosted in New York City and Los Angeles with influencer-led meditation and yoga.
Livestream embedded on adidas.com, allowing nationwide participation and direct links to shop the Wanderlust Collection.
Curated experiential elements on-site:
Sundial-inspired mirror installations.
Live music to elevate the atmosphere.
Customized juice bar.
Exclusive first look at Wanderlust apparel.
Influencers and brand partners co-promoted the activation across social platforms to amplify reach.
Outcome
Delivered a multi-dimensional cultural moment that resonated with both men and women globally.
Elevated brand love and awareness by aligning adidas with mindfulness, wellness, and inclusivity.
Drove engagement and conversion by directly linking livestream participation to the Wanderlust Collection.
Recognized internally as a model for how adidas could tie global brand campaigns to lifestyle-driven activations.
ADIDAS WOMEN MARIAN KAY LACHOWECKI SCHOLARSHIP FUND (CREATIVE AGENCY: HAPPYLUCKY)
Objective
Celebrate Mother’s Day with a campaign that:
Honored the bond between mothers and daughters through an authentic, emotional story.
Elevated adidas Women’s brand purpose by highlighting courage, resilience, and gratitude.
Created a lasting cultural and community impact beyond the campaign itself.
Strategic Vision
Move beyond typical Mother’s Day content to tell a deeply personal and inspiring story with universal resonance.
Spotlight real adidas-connected athletes and families (Gracie Lachowecki, student-athlete at University of Miami, and her mother Kay).
Use storytelling + experience + community impact to create a layered campaign: part tribute, part surprise experience, part long-term scholarship fund.
Build adidas Women’s reputation as a brand that celebrates authentic human stories, not just product.
My Role
Lead Campaign Strategist – Designed the campaign concept and ensured integration of brand purpose and storytelling.
Creative Lead – Directed narrative development, video storytelling, and experiential surprise reveal.
Social Media & Digital Strategy Lead – Oversaw amplification across adidas channels to maximize reach and emotional impact.
Project Manager – Coordinated cross-functional execution with athletics, philanthropy, content, and PR partners.
Execution
Surprised Kay and Gracie with an all-expenses-paid trip to Chicago, curated with memorable experiences:
Shopping sprees.
Tickets to Hamilton.
Fine dining at Chicago’s top restaurants.
Established the Marian Kay Lachowecki Scholarship Fund, awarding tuition support to nursing students at the University of Miami in Kay’s honor.
Produced a touching video documenting the family’s journey, their resilience, and the tribute, amplified across adidas Women’s channels.
Integrated storytelling across PR, social, and brand content to maximize visibility and emotional resonance.
Outcome
Widely praised internally and externally as one of adidas Women’s most authentic and heartfelt brand activations.
Strengthened brand equity by tying adidas to values of courage, family, and community.
Built long-term impact through the scholarship fund, reinforcing adidas’ commitment beyond a single campaign moment.
Generated strong engagement across social media, with consumers responding positively to the emotional storytelling.
ADIDAS RUNNING WHY I RUN PORTLAND (CREATIVE AGENCY: HAPPYLUCKY)
Objective
Shift the narrative and celebrate the vibrant Portland running community — in the backyard of our top industry competitor — by:
Engaging runners during the New Year, when fitness goals are top-of-mind.
Surprising and delighting participants with premium adidas running gear.
Giving back to the local community through shoe donations.
Strategic Vision
Reinforce adidas’ credibility in running culture by going directly to runners where they are — popular Portland running routes.
Leverage a cultural moment (New Year’s resolutions) to insert adidas into the start of runners’ journeys.
Build goodwill and authenticity by combining surprise gifting with a community donation program.
Underscore adidas’ values of inclusion, accessibility, and giving back.
My Role
Lead Campaign Strategist – Shaped the campaign’s surprise-and-delight framework and connection to broader adidas Running narrative.
Creative Lead – Oversaw brand storytelling elements, ensuring the activation was visually and emotionally compelling.
Social Media & Digital Strategy Lead – Directed amplification across adidas Running digital channels, including a recap video that extended reach.
Project Manager – Managed cross-functional execution with event ops, retail, and community partners.
Execution
Deployed adidas vans to popular Portland running routes.
Distributed hundreds of brand-new shoes directly to runners on the spot.
For those whose sizes/styles weren’t available, collected names and shipped pairs later in the week — ensuring no runner was left out.
Invited runners to donate gently used footwear on the spot.
Donated collected shoes to the Boys & Girls Club of Portland, reinforcing community impact.
Extended activation digitally with a recap video shared across adidas channels: Watch recap.
Outcome
Strengthened adidas’ presence in Portland running culture — on the home turf of its biggest competitor.
Delivered a highly memorable surprise-and-delight activation that built deep emotional connections with consumers.
Hundreds of runners equipped with adidas gear, extending the brand’s reach organically.
Collected and donated shoes to the Boys & Girls Club, reinforcing adidas’ community-first commitment.
Recap video gained strong engagement on Twitter, extending the narrative beyond the physical event.
EARNED MEDIA COVERAGE:
MEN’S JOURNAL | WILLAMETTE WEEK | FOOTWEAR NEWS | PORTLAND BUSINESS JOURNAL
ADIDAS BASKETBALL ARMED FORCES CLASSIC (CREATIVE AGENCY: KAMP GRIZZLY)
Objective
Celebrate the start of the college basketball season on Veterans Day with the Armed Forces Classic in Hawaii by:
Honoring the U.S. Armed Forces and the 75th anniversary of Pearl Harbor through sport and storytelling.
Driving engagement around adidas’ special edition jerseys for Kansas (“HONOR” in blue) and Indiana (“COURAGE” in red).
Amplifying the campaign digitally to expand reach and brand affinity beyond the live event.
Strategic Vision
Blend sports, culture, and national history into a campaign that carried deep emotional resonance.
Design jerseys that honored the stars and stripes of the American flag while embedding the message “REMEMBER PEARL HARBOR.”
Use video storytelling to highlight the meaning and inspiration behind the uniforms, connecting with audiences emotionally as well as visually.
Extend campaign impact by pairing automated engagement tools with shareable content, making it easy for fans to amplify the story on social.
My Role
Social Media & Digital Strategy Lead – Led the digital amplification strategy and integration with adidas channels.
Developed the auto-reply and pre-populated tweet mechanic, which encouraged viral sharing of the campaign video.
Ensured campaign rollout was cohesive across social, video, and real-time event coverage.
Execution
Campaign video launched to showcase jersey design inspiration and honor Veterans Day.
Fans who engaged with the video on social received automated brand replies with pre-populated tweets, encouraging them to reshare.
Jerseys were worn during the Kansas vs. Indiana matchup on November 11 at the Armed Forces Classic in Hawaii.
Leveraged adidas digital channels (Twitter, Instagram, Facebook) for storytelling and amplification.
Outcome
Campaign successfully combined cultural significance and sport, honoring Veterans Day in a way that was both powerful and brand-right.
Generated high engagement on social media, amplified through automated sharing mechanics.
Strengthened adidas’ brand affinity by aligning with values of honor, courage, and remembrance while celebrating two of the most iconic college basketball programs.
Internally recognized as a best-in-class example of weaving heritage, purpose, and digital engagement into one activation.
EARNED MEDIA COVERAGE:
ADIDAS RUNNING GLOBAL RUNNING DAY (CREATIVE AGENCY: HAPPYLUCKY)
Objective
Break through the crowded landscape of Global Running Day by:
Positioning adidas Running as the most visible and engaging brand on this cultural sports moment.
Driving awareness and conversation through a bold, surprise-and-delight campaign.
Equipping runners in real time with the gear they needed to participate—removing all excuses not to run.
Strategic Vision
Transform Global Running Day from a generic industry moment into an adidas-owned experience.
Surprise consumers with personalized deliveries of running kits—head-to-toe apparel, footwear, and socks—creating buzz-worthy content.
Mobilize fitness influencers and adidas runners as delivery ambassadors, adding authenticity and reach.
Dominate the social conversation by leveraging Twitter-first engagement tactics and a #GLOBALRUNNINGDAY takeover.
My Role
Lead Campaign Strategist – Developed the concept, positioning adidas as the “no excuses” brand on Global Running Day.
Creative Lead – Directed campaign narrative, messaging, and visual storytelling.
Social Media & Digital Strategy Lead – Orchestrated Twitter engagement strategy, ensuring adidas owned the #GLOBALRUNNINGDAY conversation.
Project Manager – Coordinated with influencers, operations teams, and digital publishing to deliver on time and at scale.
Execution
Pre-campaign call-to-action launched on Twitter the day before, building anticipation.
On Global Running Day, teams of adidas runners and fitness influencers hand-delivered running kits across Manhattan.
Dozens of duffels contained full adidas running outfits, enabling recipients to lace up and run immediately.
Recipients were encouraged to share their surprise on social media, amplifying organic reach.
The campaign’s hashtag, #GLOBALRUNNINGDAY, was overwhelmingly dominated by adidas, creating clear share-of-voice leadership.
Outcome
adidas became the most talked-about running brand on Global Running Day.
Hundreds of runners equipped with adidas gear, creating lasting brand love and loyalty.
Campaign reinforced adidas’ positioning as an innovative, community-first brand in running.
Internally celebrated as a best-in-class example of surprise-and-delight marketing that married digital engagement with real-world activations.
EARNED MEDIA COVERAGE:
SOLE COLLECTOR | WEARTESTERS | FOOTWEAR NEWS | SNEAKER NEWS