adidas Women’s Community

Role: Creative Direction, Strategy

If you want to build brand love, you build something more than a program.  You build a community.

As the Creative Director for the adidas women’s community, I led two remote, multi-disciplinary teams in creating a series of influencer-led events and activations celebrating the athlete in every woman. Starting in New York and expanding to Los Angeles, we built brand loyalty in a unique and authentic way.

This community served not only as a means to engage the must-win female consumer but also to create authentic branded content that is distinctly adidas. 


We provided what these women actually wanted:  a sustained opportunity for connection and conversation.
A purpose-built community.

Agency: Happylucky