THE PROBLEM

adidas Originals needed consistent, culture-led social content across the @adidaslondon platforms that performed without feeling manufactured.
 

THE THINKING

I helped shape the brand's PR and social storytelling strategy from 2014 to 2018, working across launches, collaborations and product stories. The approach was always culture-first: find the right creatives and directors, build a story worth telling.
 

THE IMPACT

Four years of sustained cultural relevance across one of the world's most watched brand platforms content that felt native to the communities adidas was built by.