The challenge

adidas wanted to move beyond campaign films into a more consistent, always-on presence. One that could connect with its audiences on a deeper level with the type of content fans have come to expect.

 

But due to the scale of the business adidas's markets, sports verticals and partners were all activating and producing content in silo - resulting in a fragmented presence.

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They needed a cohesive strategy that would unify the business, whilst still enabling BUs to operate independently. 

My response

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

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↳ Defined the playbook and content system: from channel positioning and platform best practice to five franchisable formats

 

↳ Led initial rollout through flagship formats and multi-market productions across the EU and US, setting the standard for quality and executions

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↳ Activated around key athlete access and sporting moments to maximize reach and momentum

 

↳ Continuing to scale globally, with additional formats and the playbook underpinning adidas’s audience-first ecosystem