Remotely and onsite in both Germany and Amsterdam, I have worked for Adidas in many different capacities. From retail to world cup, naming new technology and strategizing, it has been a blast helping light up one of the world’s most brilliant brands. Go three stripes!
Retail copy for the flagship Fifth Avenue store in Running, Football and Tennis. I wrote shoe copy for display, calling out technical features for consumer benefit. Also worked on articulating a retail communications system to be applied at all Adidas retail installations. Wrote instructional copy for Miadidas customization process, including heritage understanding of various shoes for more meaningful consumer collaborations.
Wrote digital copy for online store in running, tennis, football. Worked closely with brand management teams to articulate ID of each group within Adidas, while streamlining the customer experience.
Wrote Brand DNA for Running 2020, creating and articulating creative direction decks for design and retail team use. Working onsite in Adidas HQ in Germany, wrote Brand DNA decks for Heart Beat Sports, exploring and articulating collective identity to define a wide variety of different sports within a single creative brand. Created brand mantras for Clima technology, and vision video scripts for Training.
Met with Adidas designers in Germany for studio visits demonstrating breakthrough technology. Created names to express this technology at consumer levels, which would match Adidas heritage and blend effortlessly with established product. Contributed to the renaming process of Clima. Named football color packs for seasonal boot release, establishing titles for different shades, tones, and hues used in retail and digital copy.
Messaging Systems/Brand Hierarchy
Working in Amsterdam with Adidas Brand Studio, wrote brand hierarchy and messaging systems decks for Parley. The highly collaborative global efforts involved multiple product and partner identities which required clear articulation, while identifying activation intent throughout each layer of messaging.
Team member for the football World Cup 2018 creative, writing copy for advertisements in signage, TV, and Instagram.
Created a strategy overview for messaging in China, based on my extensive experience as a writer working in Asia. Wrote overview for use of projected light installations in urban messaging.
Special Edition Book
Working closely with Brand Design in Germany, wrote the book for the much hyped Predator reboot, which was included in special edition packaging.
Concepted installations and created copy experiences throughout the campus for the Global Brand Conference at Adidas. Wrote two feature length articles for the event magazine.