The challenge

adidas wanted to expand beyond core sports fans and engage younger, culture-savvy YouTube audiences. 

 

But adidas's markets, sports verticals and partners were all producing content in silo - resulting in a fragmented presence that felt like traditional marketing. Not the content fans have come to expect.

My response

Built a unifying, YouTube-first  strategy that aligned all markets & verticals under one cohesive vision.

 

Developed 2 flagship YouTube formats + a suite of social-first originals fuelling an always-on ecosystem around key cultural and sporting events.

 

Oversaw productions across the EU and US to ensure consistency and premium execution across the board.