adidas - Brand Campaign

The Date: 2023

The Story: At the collision of controversies, adidas needed to connect with its target audience, women runners, emotionally. I knew that running was already a form of activism for many women, so I pushed the brand to do more. As the digital team lead, I was in charge of making the Brand Campaign come to life in their digital ecosystem. I allocated a significant portion of my budget to fund continued efforts for the Breaking Barriers project, which focuses on building equity in sports. Upon launch, I watched as employees rejoiced the most because they needed something to believe in, too.