Adidas: Unifying the Global Voice
Executive Creative Director | Strategic Creative Partner Embedded with Global Brand Leadership
Deliverables :
Global Brand Platform, Internal Culture Strategy, Global Strategy, Visual Identity, Photography & Film, Integrated Campaigns, Digital Ecosystems (UX/UI, Gaming), Retail & Experiential, Digital Transformation.
Results :
Catalyzed a permanent shift in consumer perception and internal capability. This work did not just contribute to 400% revenue growth ($5B to $22B); it empowered the organization with the confidence and tools to challenge market norms, leading to a dominant gain in category market share.
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The Challenge
Adidas was a "rocket"—huge, powerful, but hard to steer. The brand was fragmented across dozens of sports, countries, and the divide between "Performance" and "Originals." They were relying on legacy marketing models while their consumer had moved to digital-first, community-driven interaction. To grow, they needed to stop acting like a collection of categories and start acting like one unified brand.
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Insight
We couldn't just launch another ad campaign; we had to re-invigorate the brand's core principles. We needed a system that handled the "heavy lifting"—the everyday brand storytelling—so the massive campaign moments could truly shine. The goal was to pivot from "talking at" consumers to "creating with" them.
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Strategic Unlock
We helped orchestrate the "Here to Create" platform—a single narrative voice that maintained authenticity across every field of play. Crucially, my role focused on the internal "sell-in": connecting the dots for the company’s employees so they could see the vision, believe it, and speak it in their own words.
Momentum is built, not found
YYou’ve seen the global campaign, but the real challenge was the internal alignment. Let’s discuss how we connected the dots for thousands of employees, turning a fragmented corporate strategy into a unified creative rally cry.
