adidas Creative Direction

adidas GLOBAL BRAND DESIGN

Have you have had a project knock on your door that felt like it was made for you?

This was that project. From the moment I joined the team, I knew I’d be able to have an impact. The adidas women’s team was looking to make a change. As one of the largest and most recognizable brands in the world, they knew they had a responsibility to not just reflect culture but lead it.

This Creative Direction was used to brief in agencies, vendors, and cross-functional partners for 2021.

Please Note: This Creative Direction document is robust and much of it still in the process of rolling out. It contains considered direction of voice, photography , film, art/graphic (where we commissioned work from some amazing up and coming artists)m and production.

If you’d like to see more, please reach out to me.
What follows is a selection of excepts that highlight some of my favorite strategic and creative moments.

advancing performance STYLING

A large part of the direction centered around pushing performance wear to new styling principles.

We pushed for more expressive, creative, and authentic styling to tap into a new wave of athletes who don’t play by the rules. We mixed men’s and women's apparel.
We brought personality to color pairings. And we layered in non-adidas pieces to reflect how our athletes actually wear product.

For the full look book, please contact me.

thoughtfulness in production

One of my favorite moments was the inclusion of the Production direction. Traditionally, this is not something included in a creative document, but considering a large part of our platform was rooted in making space and highlighting true representation it felt was an important addition.