Rebuilt the channel into the adidas Dugout platform, driving +38% follower growth and expanding audience composition with a +24% increase in female and softball-aligned followers within the first 6 months. Athlete-led storytelling became the top-performing content pillar, delivering +2.1x higher engagement rates, +3.4x more shares, and +2.8x more saves compared to prior product-focused posts. A coordinated athlete publishing strategy activated 25+ athletes on launch, generating 12M+ combined impressions and extending reach beyond brand-owned channels. Despite a full platform reset, the channel recovered baseline performance in under 60 days and ultimately exceeded previous engagement benchmarks by +31%, establishing a more engaged and representative community across the game.

Turned a static giveaway into a real-time World Series activation that drove +9.6M total impressions and +4.2x higher engagement than benchmark event content, fueled by live game-triggered moments. Installed vending machines in Boston and LA delivered an average of 180+ prizes per machine per day, distributing 2,500+ total products across the series and creating consistent fan interaction loops. The activation also drove 10K new adiClub member sign-ups through on-site participation, directly connecting the experience to owned membership growth. Social content tied to the activation generated +3.1x more shares and +2.5x higher video completion rates, amplifying reach beyond the physical footprint. The campaign successfully converted in-person participation into digital momentum, with 65% of engagement driven by user-generated and fan-captured content, proving the power of real-time, experience-led storytelling at scale.

Proved UGC as a breakthrough creative model through controlled A/B testing, where creator-led content outperformed global campaign toolkit assets across every key metric, driving +5.6x ROAS, +2.8x higher conversion rates, and a +35% lift in sell-through. Efficiency gains followed with -39% lower CPC and +2.1x higher CTR, delivering more qualified traffic at a lower cost. Down-funnel impact was equally strong, with +27% higher add-to-cart rates and a +22% increase in purchase completion, validating authentic storytelling as a true conversion driver. At the same time, the model reduced production costs by 60–70%, proving that lower-cost, locally sourced creative could not only compete with but consistently outperform global campaign assets, ultimately redefining how adidas approaches content creation at scale.

Launched adidas’ first NFT campaign tied to Trevor Lawrence, generating $1.5M in total sales volume with 100% sell-through of limited auction assets and strong participation across open editions. The drop drove +8.5M+ social impressions and +4.3x higher engagement than benchmark campaign content, fueled by athlete-driven amplification and cultural relevance. Demand translated into action, with +3.2x higher click-through rates to the NFT platform and rapid conversion during the drop window. The campaign also delivered meaningful impact beyond commerce, directing seven-figure proceeds to Jacksonville-based charities, while establishing a new digital revenue stream and positioning adidas at the forefront of athlete-led innovation in the collectible space.

Turned Super Bowl LV into a real-time engagement engine, generating +11.2M total impressions and +5.1x higher engagement than benchmark campaign content during the game window. The activation drove 120K+ fan entries through Twitter, with participation directly tied to live gameplay moments and sustained throughout the game. adidas awarded $60.6K in cash prizes across 40 winners and delivered $75K in total retail value when including product, creating immediate and tangible fan impact. The campaign also extended beyond engagement into purpose, with adidas matching participation to contribute a five-figure donation to the 15 & The Mahomies Foundation, reinforcing brand credibility at the intersection of sport, culture, and community.

Replaced standard AP image publishing with a bold, comic-inspired creative system, driving a step-change in performance across playoff moments. Compared to LY, the campaign delivered +3.9x higher engagement, +2.7x more shares, and +2.4x increase in saves, proving fans responded more strongly to stylized, narrative-driven content over traditional game imagery. Content also generated +2.1x higher CTR across digital channels, increasing traffic to adidas platforms during key playoff windows. The phased rollout strategy sustained momentum week over week, contributing to +28% overall engagement growth throughout the playoff period. The work demonstrated that pushing beyond standard licensed visuals into original, culturally relevant storytelling can significantly outperform traditional sports content and deepen fan connection.

Delivered the highest-performing organic Instagram post in adidas US Football history, generating 50K+ likes, hundreds of comments, and hundreds of shares, setting a new benchmark for in-feed performance on the channel. The post drove 1.1M organic impressions and achieved 10x higher engagement with a 6x increase in shares compared to recent football campaigns, significantly outperforming prior product launch content without paid support. The first 100 pairs sold in-store at Dick’s Sporting Goods were paired with a limited-edition gold Cuban chain to match the cleats, adding a premium, culture-driven incentive that fueled early demand and in-store hype. This momentum translated into strong launch sell-through, with 100% sell-through of 5K units allocated across DTC (eCom), Dick’s Sporting Goods, and Eastbay, proving the power of culturally driven, athlete-aligned storytelling to break through and drive results organically.

Redefined product launch through gameplay, driving 3M+ game plays and converting engagement into commerce with a 50% website conversion rate. The campaign achieved 100% sell-through of 3,000 DTC units and 75% sell-through of 7,500 units at Dick’s Sporting Goods, proving the effectiveness of integrating play with purchase. Paid media performance was equally strong, delivering +4.8x ROAS and -35% lower CPC compared to past campaign benchmarks, with impact validated through attribution and marketing mix modeling, confirming the Snapchat experience as a primary driver of conversion. Conversion Lift studies further showed a measurable increase in purchase intent and action among exposed audiences. In-store, iPad sign-ups were deployed near the shop-in-shop at Dick’s Sporting Goods as a dedicated CRM capture moment, directly contributing to 20K+ new adiClub members and turning a one-time activation into a long-term consumer relationship engine.

Item descriptionReplaced standard AP image publishing with a first-of-its-kind reactive content system that blended athlete performance with personality, driving a clear shift in both engagement and brand association. Content averaged ~500K organic impressions per post, a 5x increase over standard benchmarks, while also delivering +3.2x higher engagement and a +2.5x increase in shares compared to traditional in-season content. Performance scaled week over week through real-time triggers tied to player moments. The impact extended beyond social, contributing to a +28% increase in branded search volume for adidas Football athletes and a measurable uplift in SEO visibility during peak NFL moments. By moving beyond generic game imagery into distinctive, athlete-led storytelling, the campaign strengthened the connection between adidas and its roster and proved that creative differentiation can drive both cultural relevance and discoverability at scale.

Turned real-time playoff moments into a viral, fan-driven activation, distributing 5,000 hoodies through an entirely organic, Twitter-led campaign with no paid support. The campaign generated 8M+ organic impressions, with individual posts driving 20K–40K+ engagements including 10K+ likes, 3K–6K retweets, 1K+ replies, and hundreds of quote tweets per trigger. Participation surged instantly with each moment, producing 50K+ hashtag mentions and sustained spikes in conversation throughout the playoffs. Engagement rates consistently exceeded benchmarks at 5x+ higher than typical Twitter performance, proving that real-time scarcity and reward mechanics can drive massive organic reach and interaction without paid amplification.

Launched the first live high school football series on Twitter, averaging 50K concurrent viewers per game and establishing a new benchmark for digital-first sports broadcasting at the grassroots level. Promotional content leading into each matchup consistently delivered 300K–500K+ organic impressions per post, with 2–3x higher engagement rates than standard football content, driving anticipation and tune-in week over week. The campaign generated 10M+ total impressions across the season, with strong real-time interaction during broadcasts through replies, shares, and live conversation. By pairing consistent pre-game promotion with culturally relevant storytelling and influencer amplification, the series successfully converted social engagement into sustained live viewership and positioned adidas as a leader in next-generation sports media.

Brought adidas directly into Portland’s running culture, engaging an average of 150+ runners per location and distributing 500+ pairs of shoes on-site, with an additional 100 pairs shipped post-event to ensure inclusivity. The activation extended its impact through community giveback, collecting and donating 500 pairs of shoes to the Boys & Girls Club of Portland. Social amplification drove scale beyond the streets, with the recap video generating 2.3M views on Twitter, alongside strong engagement, shares, and conversation across adidas channels. The campaign successfully blended physical experience with digital storytelling, turning a local activation into a widely viewed and emotionally resonant brand moment.

Turned Global Running Day into an adidas-owned moment, executing 50 same-day personalized deliveries across NYC and driving both cultural and performance impact through a fully integrated paid media campaign. We established a centralized delivery hub out of the adidas Broadway store, offering 50 curated product bundles for men and 50 for women (100 total) that were both sold and given away, with all units fully sold through same day, featuring running shoes, apparel, and accessories including socks and bags, creating a premium retail-to-doorstep experience. The activation delivered +6.2M total impressions and +4.5x ROAS, with efficient media performance at -32% lower CPC and +2.3x higher CTR compared to campaign benchmarks.