As the lead for this project, I spearheaded an initiative to enhance the social presence of adidas’ top track and field athletes and reinforce their authentic connection to the brand—despite frequently competing in competitor apparel products at major events.
The first phase of the project centered on building the profiles of six key athletes in the lead-up to the Tokyo Olympics. By blending in-depth research, athlete insights, and close collaboration with each athlete, we created bespoke stills and motion content tailored to their individual stories.
While the content adhered to adidas’ brand guidelines and tone of voice, the focus was on maintaining an authentic, athlete-driven narrative. Rather than being linked to a specific adidas campaign, the goal was to craft unique, meaningful content that showcased the genuine partnership between the athletes and the brand.
Concept and execution: We are Social, UK