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Shaping the future of brand editorial on adidas
adidas
Creative Strategy Lead
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.
Results:
+1,589% ORG VIEWS
YOY
+300% WATCH TIME
YOY
+2,233% ENGAGEMENT
YOY
Y2 RECOMMISSION
with global YouTube playbook and expanded format slate
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Out of the Box
Turning the adidas shoe box into a time capsule of athletes' most defining memories. Featuring Gareth Bale, Noah Lyles and Karolína Muchová.
Ride Home With...
Following athletes from training to home as they step out of sport mode and back into real life. Featuring Alex Zverev, Ilona Maher and Ludvig Åberg.
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+ premium campaign photography
+ original social captures
More Projects:
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