Culture, community, and social strategy
Problem:
adidas UK was struggling to maintain its dominance and cut through the noise of London’s oversaturated fashion communities and cultural spaces.
adidas UK was struggling to maintain its dominance and cut through the noise of London’s oversaturated fashion communities and cultural spaces.
Insight:
Rather than speak to culture, adidas could give the mic to the culture-makers themselves, shifting from participation to empowerment.
Rather than speak to culture, adidas could give the mic to the culture-makers themselves, shifting from participation to empowerment.
Solution:
My strategy, adidas, by London, became an ongoing approach to let the community lead. Campaigns were shot by local creators, events hosted by grassroots talent, and platforms shared with marginalised voices, redefining adidas’ role as a facilitator, not just a brand. This strategy has evolved adidas’ ways of working, becoming a business model which continues to make positive change for the brand and their community. It led to adidas' You Gave us a Thousand Back exhibition, a collaboration with The Basement as part of their Greek Street Sports activation series, showcasing London-based photographers' work.
My strategy, adidas, by London, became an ongoing approach to let the community lead. Campaigns were shot by local creators, events hosted by grassroots talent, and platforms shared with marginalised voices, redefining adidas’ role as a facilitator, not just a brand. This strategy has evolved adidas’ ways of working, becoming a business model which continues to make positive change for the brand and their community. It led to adidas' You Gave us a Thousand Back exhibition, a collaboration with The Basement as part of their Greek Street Sports activation series, showcasing London-based photographers' work.
