ADIDAS

“A series of e-creative aimed at extending the Originals tone of voice for SS18.”

ORIGINALS SS18

As the lead copywriter for the adidas Western Europe workstream, I produced creative copy and mini-concepts for all the Originals franchises from adidas Skateboarding to Snowboarding to hype models like the NMD and Falcon. I worked to establish a strong messaging and visual identity for the New Arrivals email content which secured some of our best click-through rates during the Spring/Summer and Fall/Winter seasons.

“Even the smallest piece of copy matters. Product descriptions can do more than inform — they can inspire.”

PRODUCT DESCRIPTIONS

adidas product descriptions had long been overlooked—functional but flat. The brief was to turn them into copy that not only informed but inspired, giving the final step in the customer journey the attention it deserved. I transformed overlooked descriptions into inspiring product stories that guided consumers to purchase with confidence. Drawing on SEO insights and brand guidelines, I crafted descriptions that balanced storytelling with clear, practical detail. From the adidas by Stella McCartney collection to Running and Lifestyle drops, I helped elevate the humble product description into a persuasive tool that supported both brand identity and conversions.

“Keep gear in play, don’t throw it out. My goal was to rally adidas’ consumers around this mission and make the task of doing good easy.”

ADIDAS INFINITE PLAY

In 2019, adidas launched the new Infinite Play service on the adidas app, allowing customers to trade worn or unused adidas gear for an e-gift card and adidas Creators Club points. The items traded back would then be resold or recycled. Working closely with a senior copywriter and designer, I supported the roll out of the global campaign across all digital touchpoints, with a focus on the website and app. My goal was to ensure adidas’ consumers received the message clearly at every stage of the journey, translating the high-level, emotive campaign concept into practical, user-focused copy that made “keeping your gear in play” simple and actionable.

“I was responsible for translating the retail concept into a consistent message across the digital ecosystem.”

OUTDOORS FW18

The Built to Defy campaign came hand-in-hand with a fresh spotlight on the adidas Outdoors category. The Winter Jackets 2018 Collection was rolled out across a variety of digital touchpoints including dynamic and stand-alone newsletters, adidas App newsfeed and .com landing pages.

My storytelling repurposes the core product truth: go from urban streets to mountain peaks in superior style and comfort.

“As a global sports brand we believe that, through sport, we have the power to change lives. The adidas Give Back program was built on this foundation.”

GIVE BACK

Aimed at members of the adidas Creators Club, Give Back helps children in underprivileged communities develop essential life skills through soccer. The project is run in partnership with the U.S. Soccer Foundation.

Myself and a Senior Design Specialist created a series of newsletters that inspire members to pledge their support, then keep them engaged throughout the donation journey. As first touchpoints, these emails, and accompanying digital storytelling, are a crucial communication – with the potential to convert new members into loyal brand advocates.