Adidas Running Global
Creative Director | Strategic Creative Partner Embedded with Global Brand Leadership
Deliverables :
Global Strategy, Visual Identity, Photography & Film, Integrated Campaigns, Digital Ecosystems (UX/UI, Gaming), Tech Launch (Boost, miCoach), Retail & Experiential.
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
The market was dominated by the basketball silhouette and Nike. To challenge that dominance, Adidas needed a wedge. Running was the opportunity, but the category was trapped in a narrative of "effort, pain, and PRs." The brand needed to pivot running from a singular sporting activity to a broader lifestyle choice.
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Insight
We realized the consumer view on running had shifted. It wasn't about the finish line; it was about the friend group. We pivoted the voice away from solitary suffering to social connectivity. By positioning the running silhouette as a style essential rather than just equipment, we expanded the category from "sport" to "culture."
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Strategic Unlock
This brand strategy served as the launchpad for the company's most critical innovations: miCoach (digital training) and Boost technology. I was tasked with orchestrating the launch of Boost—not just as a running feature, but as a brand-wide technology platform. We built awareness and adoption strategies that allowed Boost to transcend running and become the foundation for the entire footwear portfolio.
This was just the starting line,
You’ve seen a few mile markers. But the real value lies in the endurance—how we evolved the platform season over season, adapted to technologies, and used this momentum to launch a larger movement for the brand.
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