adidas Women’s Community, LA & NYC

Community strategy, activations and content generation for adidas women
Role: Creative Direction
Agency: Happylucky


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

You build a community.


Scale and impact
Execute a tiered event strategy to create touchpoints throughout every aspect of her life

Keep it local
Get boots on the ground in LA & NYC to tailor to her in her world

Partner with studios and brands she already trusts or is curious about

Lead from within 
Elevate real women who exemplify the community values in a micro-Influencer-led strategy

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